The Impact of Celebrity Credibility on Purchase Intention of Cosmetic Products: The Moderating Role of Ethnocentrism
Fatima Zohra Chekima, Syed Azizi Wafa Syed Khalid Wafa & Rini Suryati Sulong · Asian Journal of Economics, Business and Accounting · 2018
Globalization has led to an increased competition as firms expand their coverage including various domestic and international markets. Therefore, the cosmetic industry has been growing and expanding around the world in both developed and developing countries. As a result, custome...
Open access
Research Article
10.9734/AJEBA/2018/41283