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The Effect of Celebrity Endorsement on Brazilian Consumer Behavior: Does it Really Matter?

  • Boeing R
  • Schurhaus C
International Business Research (2014) 7(5)
DOI: 10.5539/ibr.v7n5p49
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Abstract

… investigate the influence exerted by celebrities endorsement … celebrity endorser had never supported a product before; ie, consumers reacted more favorably when a celebrity endorser …

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Boeing, R., & Schurhaus, C. (2014). The Effect of Celebrity Endorsement on Brazilian Consumer Behavior: Does it Really Matter? International Business Research, 7(5). https://doi.org/10.5539/ibr.v7n5p49

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