DETERMINING ADVERTISEMENT’S EFFICIENCY: CELEBRITY ENDORSEMENT VERSUS NON-CELEBRITY MODELS

Behnam Forouhandeh Author_Email:, Hadi Nejatian, Kulandayan Ramanathan and Behrad Forouhandeh
Additional contact information
Hadi Nejatian: Widyatama University – Bandung - Indonesia
Kulandayan Ramanathan: Widyatama University – Bandung - Indonesia
Behrad Forouhandeh: Faculty of Law, Universiti Kebangsaan Malaysia.

No 2011-406, 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding from Conference Master Resources

Keywords: Advertising; Celebrities; Attitude; Endorsement (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Date: 2011-03
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Published in 2nd ICBER 2011 Proceeding, March 2011

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