Efeitos do endosso de celebridades: Uma perspetiva míope do marketing: A miopia das celebridades no contexto indiano
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Este estudo examina a relação entre a perceção do consumidor e os efeitos da publicidade de celebridades. O comportamento de compra dos consumidores é significativamente afetado, em grande medida, pelas celebridades endossantes.
No que respeita ao presente estudo, o quadro proposto foi comprovado através de uma análise inferencial. O presente estudo é uma tentativa de aplicar o quadro do(s) efeito(s) do patrocinador de celebridades no contexto indiano, onde os efeitos do patrocinador de celebridades mostram a transformação dos consumidores em consumidores hedonistas.
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£27.18
£28.33 -
£10.58
£12.58 -
£16.71
£17.13
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