Abstract/Description
This study will examine gender influence in celebrity endorsements on consumers; it would include examining attributes such as expertise, attractiveness and trustworthiness of celebrity endorser that influences the most in making purchase decision.
Location
Room S2
Session Theme
Session 3: Services Marketing (Track: The Marketing Mix)
Session Type
Event
Session Chair
Dr. Tek Nath Dhakal, Dr. Mushtaq Luqmani
Session Moderator
Amber Gul Rashid
Start Date
5-5-2012 2:30 PM
End Date
5-5-2012 4:20 PM
Recommended Citation
Asif, U. (2012). Student Colloquium: Measuring impact of gender persuasion in celebrity endorsement on consumers: a research analysis carried out in Karachi, Pakistan. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day1/4
Included in
Student Colloquium: Measuring impact of gender persuasion in celebrity endorsement on consumers: a research analysis carried out in Karachi, Pakistan
Room S2
This study will examine gender influence in celebrity endorsements on consumers; it would include examining attributes such as expertise, attractiveness and trustworthiness of celebrity endorser that influences the most in making purchase decision.
Comments
Student Colloquium: Parallel Sessions
Session 3: Services Marketing
Track: The Marketing Mix