Effectiveness of celebrity endorsement on millennial consumer purchase intentions.

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Author
Lee, Robert James
Date
2017-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
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The aim of this piece of research is to explore factors predicting effectiveness of celebrity endorsement on millennial consumer purchase intentions. The main literature on celebrity endorsement dates back over a decade ago, this study aims to test some of the key concept surrounding the phenomenon on current millennial consumers.