Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility
K. M. V. Sachitra & A. K. G. Poornima · Archives of Current Research International · 2020
Purpose: Celebrity endorsement has been investigated in prior studies regarding various behavioural and cognitive aspects about consumer purchasing behaviour, it is not clear whether principles findings in the general celebrity literature can be directly applied to the service co...
Open access
Research Article
10.9734/acri/2020/v20i130171