Celebrity Endorsement Impact on Purchase Intention: Insights from Emerging Markets

This research explores the influence of celebrity endorsements on consumer purchase decisions within emerging markets. The study examines the factors driving consumer response to celebrity endorsements and their impact on brand perception and purchase intent.

Reference:

Osei-Frimpong, K. (n.d.). 'The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective'. [Unpublished manuscript].