THE IMPACT OF CELEBRITY ENDORSEMENT ON MADE IN GHANA PRODUCT
Abstract This study was on the impact of celebrity endorsement on made in Ghana product. Three objectives were raised which included: To explore the effectiveness of the use of celebrity endorsements in advertising made in Ghana product, to ascertain the influence of celebrity on consumers’ purchasing decision and to examine the link between celebrity endorsement and its effectiveness in attaining the brand loyalty of consumers of Ghana made products. The ...
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