Поиск по каталогу |
(строгое соответствие)
|
- Профессиональная
- Научно-популярная
- Художественная
- Публицистика
- Детская
- Искусство
- Хобби, семья, дом
- Спорт
- Путеводители
- Блокноты, тетради, открытки
Celebrity Endorsement and Consumer Purchase Intentions of Selected Telecommunications companies in Lagos state, Nigeria.
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Jude Nwaulune
ISBN: 9786200550118
Год издания: 2020
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 148
Издательство: LAP LAMBERT Academic Publishing
Цена: 31174 тг
Положить в корзину
Способы доставки в город Алматы * комплектация (срок до отгрузки) не более 2 рабочих дней |
Самовывоз из города Алматы (пункты самовывоза партнёра CDEK) |
Курьерская доставка CDEK из города Москва |
Доставка Почтой России из города Москва |
Аннотация: Celebrities are individuals who are popular in the public space because of their physical attractiveness, expertise, trustworthiness and congruence. To take advantage of these components, Marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement.However, the use of celebrities to endorse consumer products in many cases has not yet yielded its desired goal within the Nigerian context. This has stiffen competition within the telecommunications industry in Nigeria, and in order to mitigate this challenge, and engage the market strategically motivated this study. The study examined the relationship between celebrity endorsement and consumer purchase intentions of selected telecommunications companies in Lagos State, Nigeria.Survey design was employed. Target population of 519 students was used in the study. The random sampling technique was adopted to select the sample size. A well-structured questionnaire was adopted for the study. The Cronbach’s Alpha coefficients for the constructs ranged between 0.71 and 0.85. Data was analyzed using descriptive and inferential statistics.
Ключевые слова: consumer purchase, telecommunication companies, Lagos, Nigeria
Похожие издания
Отрасли знаний: Общественные науки -> Экономика Savisca Singh Impact of celebrity endorsement on consumer buying behavior. . 2019 г., 68 стр., мягкий переплет Business law and commercial law are the two laws that deal with the business and commercial transactions. It encompasses the formation of business management, commerce and consumer transaction. The commercial law consists of debtor Law, creditor law, sales and secured transaction. It also has the regulations and rules for the land cargo, sea... | 23493 тг | |
Раздел каталога: Спорт Grigoriy Shlyapinkov The impacts of celebrity endorsement on consumers behavior. . 2016 г., 60 стр., мягкий переплет The research is aimed at identifying whether the celebrity endorsement has an impact on consumers (aged 15-25) purchase behavior. The other intentions of this research are to establish how multiple brand endorsement impacts purchase intentions of consumers, and whether scandals that celebrities are involved in, have an impact on purchase... | 21272 тг | |
Сферы деятельности: Предпринимательская деятельность -> Маркетинг Sundas Islam Chaudhary Impact of Celebrity Endorsement on Consumer's Purchase Intention. . 2013 г., 84 стр., мягкий переплет Celebrity endorsement has become one of the most desirable marketing techniques in recent times. Consumers admire favorite celebrities like their ideals and advertisers can use this likeness in developing marketing strategies. This celebrity consumer’s relationship has become an opportunity for promotions of the products and services.... | 24061 тг |