The Effect of Celebrity Endoser's Country of Origin on Consumers Purchase Intention-An Evidence from Consumer in Pakistan
Mudassir, Wardah (2015) The Effect of Celebrity Endoser's Country of Origin on Consumers Purchase Intention-An Evidence from Consumer in Pakistan. [Dissertation (University of Nottingham only)]
The aim of the present research is to discover the impact that celebrity endorser has on consumers’ purchase intention through a cross-cultural exchange of celebrities in the field of marketing. The strategy of using celebrities to endorse a brand or product has been used by the marketers for decades now. The ultimate popularity of this method can be explained by witnessing the presence of an international celebrity face in every second advertisement seen on television or billboards. Many researchers have written and tested this approach in the western countries. Through contemplating them as a source of origin of the technique, this research aims to provide some academic literature in a country like Pakistan.
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