文章基本信息

标题：Client Sensitivity about Celebrity Endorsement: A Study of FMCG Trademarks
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作者：Muhammad Anosh ; Naqvi Hamad
期刊名称：International Journal of Economics & Management Sciences
电子版ISSN：2162-6359
出版年度：2015
卷号：4
期号：3
页码：1-4
DOI：10.4172/2162-6359.1000238
语种：English
出版社：OMICS International
摘要：Concept of this cram is based on celebrity endorsement as a tool of Clint sensitivity regarding the brand. A Primary study of 478 folks was accomplished to investigate the aspect affecting purchase intentions among FMCG consumers of Pakistan. Three Predictor variables were studied as determinants of consumers’ purchase intentions with the help of SPSS and sales volume of the FMCG products in the specific region of Punjab Pakistan and found to have a positive association with purchase intentions while using a celebrity endorsement. This study will lead the marketers towards new dimensions of the branding and advertisement.
关键词：Celebrity endorsement