Browsing Commerce and Management by Subject "Attractiveness, Celebrity Endorsement, Confectionery & Bakery Industry Purchase Intension of Customer, Trustworthiness & Expertise"

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The Impact of Celebrity Endorsement in Developing Purchase Intension with Special Reference to Confectionery & Bakery Industry

Silva, S. W. K. N. D.; Gunawardane, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study aims to examine the impact of key determinants of Celebrity Endorsement on customers' purchase intentions, with a particular focus on the population in the Western Province of Sri Lanka. The determinants of ...

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