The Influence of Celebrity Endorsement Tactics on Customers' Purchase Intention
Cherry May C. Alonzo, Kevin Banudan, Daisy Jane P. Luna, Jovelyn E. Nasis, Bernalyn L. Sayud & Lorna F. Tadioque · Asian Journal of Education and Social Studies · 2025
This study investigated the influence of celebrity endorsement tactics on students' purchase intentions at Davao Oriental State University–Cateel Campus (DORSU-CC). It focused on seven dimensions: trustworthiness, attractiveness, expertise, similarity, liking, familiarity, and ma...
Open access
Research Article
10.9734/ajess/2025/v51i82314