Citation

Serpoosh, Majid (2006) A Case Study Of "Maxis" Celebrity Endorsement. Masters thesis, Multimedia University.

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Abstract

The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies address the investment return on celebrity endorsement and how campanies handle the risks of using a celebrity endorser in their advertising.

Item Type:	Thesis (Masters)
Subjects:	L Education > LB Theory and practice of education
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	23 Aug 2010 03:50
Last Modified:	23 Aug 2010 03:50
URII:	http://shdl.mmu.edu.my/id/eprint/1121

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