Mr Yahaya Omary Abdallah
Work and Research
The main objective of this study is to assess the relationship between attributes of celebrities used in advertsing and consumers' intentions to purchase the advertised products.
Specific objectives
The following are the specific objectives of the study:
• To assess the effect of trustworthiness of celebrity endorser on university students' intentions to purchase fashion products.
• To examine the effect of expertise of celebrity endorser on university students' intentions to purchase fashion products.
• To assess the effect of attractiveness of celebrity endorser on university students' intentions to purchase fashion products.
• To assess the effect of congruence between product and celebrity endorser on university students' intention to purchase fashion products.
Fields Of Expertise
Entrepreneurship
Organization behavior
Community worker