Celebrity endorsement & purchase decision relationship among Egyptian Muslim consumers
Abstract
This research aims to investigate the impact of celebrity endorsement on purchase decision among Egyptian Muslims. SPSS and Structural Equation Modeling, AMOS, were utilised to test this relationship. Main findings supported... [ view full abstract ]
Authors
- Samaa Attia (British University in Egypt)
- Abeer Mahrous (Cairo university)
- Wael Kortam (Cairo university)
Topic Area
Doctoral Colloquium: Click here to submit to the Doctoral Colloquium
Session
PT6-B2B1 » B2B Marketing (09:30 - Thursday, 9th July)
Paper
3Pages-AoM_SubmitFINALSUBMISSION.pdf
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