Journal ArticleOPEN ACCESS

A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour

  • Jha M
  • Bhattacharjee K
  • Priti C
  • et al.
Asia‐Pacific Journal of Management and Technology (2020) 1(2) 13-19
DOI: 10.46977/apjmt.2020v01i02.003
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Abstract

… Celebrity Endorsement has become one of the most popular tools of advertisement in marketing; used by most of the major organizations … According to the study, the desirable qualities of a celebrity required for celebrity endorsement are Congruency, Flexibility, Expertise, …

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APA

Jha, M., Bhattacharjee, K., Priti, C., & Heng, W. H. (2020). A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour. Asia‐Pacific Journal of Management and Technology, 1(2), 13–19. https://doi.org/10.46977/apjmt.2020v01i02.003

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