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    The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers 

    Parichart Wongweeranonchai; Asawin Nedpogaeo (National Institute of Development Administration, 2016)

    Celebrity endorsement is the most popular advertising strategy used worldwide. It has gained attention from both academics and practitioners over the past decade. Though the celebrity credibility measurement model was validated in many countries originally in U.S and other Asian countries, the reviews have shown that the impact of the celebrity credibility on the purchase decision varies based on the different countries. Moreover, Thai advertisers have used the celebrity strategies widely to promote products but the number of the studies on the ...