The Effect of Celebrity Endorsements on Gift-Giving Purchases: An Application of the Elaboration Likelihood Model
The purpose of this study is to determine how effective celebrity endorsements are in regards to the type of gift purchase one decides to make (i.e., buying for someone who has a high significant meaning to the buyer, such as a best friend, versus buying for someone who has a low significant meaning...
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| Format: | Others |
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Scholar Commons
2009
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| Online Access: | https://scholarcommons.usf.edu/etd/1834 https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2833&context=etd |