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The Impact of Celebrity Credibility on Purchase Intention of Cosmetic Products: The Moderating Role of Ethnocentrism

  • Chekima F
  • Wafa S
  • Sulong R
Asian Journal of Economics, Business and Accounting (2018) 7(1) 1-10
DOI: 10.9734/ajeba/2018/41283
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Abstract

… This study will investigate the characteristics of the celebrity endorser that will have either positive or negative influence on consumers through the source credibility model (expertise, attractiveness, and trustworthiness) … 7. McCracken G. Who is the celebrity endorser …

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APA

Chekima, F., Wafa, S., & Sulong, R. (2018). The Impact of Celebrity Credibility on Purchase Intention of Cosmetic Products: The Moderating Role of Ethnocentrism. Asian Journal of Economics, Business and Accounting, 7(1), 1–10. https://doi.org/10.9734/ajeba/2018/41283

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