Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/246227 
Year of Publication: 
2018
Citation: 
[Journal:] Arab Economic and Business Journal [ISSN:] 2214-4625 [Volume:] 13 [Issue:] 2 [Publisher:] Elsevier [Place:] Amsterdam [Year:] 2018 [Pages:] 190-196
Publisher: 
Elsevier, Amsterdam
Abstract: 
This paper tends to the effect of celebrity support to jewelry advertisements on the conduct of consumers, in particular on Lebanese females. The investigation is drawn closer from the point of view of the customer. It studies celebrity endorsement from pristine idea, speculations, efficiency, and presence in the jewelry industry. It additionally looks at customer perception, decision making process, and demeanor as all influenced by celebrity support. Underlying explicative models relating the latter factors are exhibited. Attractiveness of celebrity endorser infers advertisement recall and is sought to be associated to the consumer's intention to purchase. The relationship between the credibility of celebrity endorser and both consumer mark inclination and mentality is also examined. impact on customer's behavior relevant to advertisement recall and intention to buy. Mark inclination and mentality of the consumer are found to be negatively influenced by celebrity endorsement.
Subjects: 
Celebrity endorsement
Jewelry industry
Advertisement
Consumers behavior
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

Files in This Item:
File
Size
382.41 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.