Browsing Commerce and Management by Subject "Attractiveness, Celebrity Endorsement, Congruence, Consumer Purchasing Intention, Expertise, Trustworthiness"

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The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Personal Care Brands in Sri Lanka

Imza, I. M. A.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Celebrity endorsements in advertising emerged to increase attention over the past few decades. Attracting and the popularity created in promotions are one of the vital aspects used when promoting personal care brand in the ...

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