Celebrity Endorsement on Consumers' Perception and Attitude towards Globacom Telecommunication Products in Ilorin Metropolis

The Impact of Religiosity as a Moderator on Attitude Towards Celebrity Endorsement–Purchase Intentions Relationship

The current study has three main purposes; to investigate the impact of attitude towards celebrity endorsement on purchase intentions, to test the direct effect of religiosity on purchase intentions and finally, examine the religiosity as a moderator on attitude towards celebrity endorsement purchase intentions relationship. Data were collected through online survey. Both Stepwise and Moderated...

Management Strategies of Perceived Risk Associated with Moringa Products by Consumers in Ilorin Metropolis, Kwara State, Nigeria

This study focused on examining the management strategies of perceived risk associated with Moringa products by consumers in Ilorin metropolis with view to rank the perceived risk associated with Moringa product; assess the different strategies employed by consumers to manage or cope with the risk and to examine socio-economic determinants of consumers’ consumption behaviour in relation to the ...

On Regulation of Celebrity Endorsement in China

Advertisers have attempted to quantify the use of celebrities with the aim of evaluating their influence on the consumer. However, sometimes celebrities who engage in false or deceptive advertising are very likely to mislead consumers which may cause harm to consumers in terms of property loss and personal damage. Due to celebrity endorsements being highly visible to the public, the solution to...

How does celebrity endorsement influence the attitude towards the brand and how does negative publicity affect this relationship?

Consumers’ Attitude Towards Fish Meat

The overall aim of this paper is to show the factors that may affect consumers' attitude towards farmed fish products. Consumers ask new products on the basis of different quality attributes: stability, safety, composition, better health effects, environment protection, etc. Different and controversial opinions on farmed and wild fish are also explored by literature review. The authors pay atte...