A Case Study Of "Maxis" Celebrity Endorsement


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

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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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