The impact of celebrity endorsement toward skin care brand equity in Thailand.

Please use this identifier to cite or link to this item: https://archive.cm.mahidol.ac.th/handle/123456789/1782

Full metadata record

DC Field	Value	Language
eperson.contributor.advisor	Kannika Leelapanyalert	-
dc.contributor.author	Napasorn Jittimitre	-
dc.date.accessioned	2021-03-23T09:19:03Z	-
dc.date.available	2021-03-23T09:19:03Z	-
dc.date.issued	2016-08-16	-
dc.identifier	TP MM.046 2015	-
dc.identifier.citation	2015	-
dc.identifier.uri	https://archive.cm.mahidol.ac.th/handle/123456789/1782	-
dc.description.abstract	The study explored the impact of celebrity endorsement toward skin care brand equity in Thailand. The study result might help skin care company to make a decision whether they should to use celebrity as their marketing tool or not. Quantitative research methodology was applied in the study by collecting data from online questionnaire. In total, 308 respondents who are well aware of skin care brand communication were collected in this study. The results revealed that celebrity endorser do not only directly affect to skin care brand equity in Thailand, it also indirectly affect through consumer self-brand connection.	-
dc.publisher	มหาวิทยาลัยมหิดล	-
dc.subject	Marketing	-
dc.subject	Thailand	-
dc.subject	Brand	-
dc.subject	Skin care	-
dc.subject	Endorsement	-
dc.title	The impact of celebrity endorsement toward skin care brand equity in Thailand.	-
dc.type	Thematic Paper	-
Appears in Collections:	Thematic Paper

Files in This Item:

File	Description	Size	Format
TP MM.046 2015.pdf		536.18 kB	Adobe PDF	View/Open