Celebrity endorsements in non-profit settings: a literature review / Sharifah Nurafizah Syed Annuar and Stephen Laison Sondoh Jr

Syed Annuar, Sharifah Nurafizah and Stephen Laison Sondoh Jr (2016) Celebrity endorsements in non-profit settings: a literature review / Sharifah Nurafizah Syed Annuar and Stephen Laison Sondoh Jr. Borneo Akademika, 1 (1). pp. 13-22. ISSN 2462-1641

Abstract

This paper provides the review of several studies on celebrity endorsements in non-profit settings. Topics discussed in this review include a brief introduction of celebrity endorsements, previous studies on celebrity endorsement in non-profit settings and the attributions of celebrity endorsers in enhancing the effectiveness of messages as mentioned in the literature. This paper presents the results of a systematic literature review to locate articles and examine the contents. A total of 15 articles were reviewed for this paper. Hence, several propositions are developed based on the discussions of the literature. Conclusions and implications are presented at the end of the paper.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Syed Annuar, Sharifah NurafizahUNSPECIFIED
Stephen Laison Sondoh JrUNSPECIFIED
Divisions: Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus
Journal or Publication Title: Borneo Akademika
Journal: UiTM Journal > Borneo Akademika
ISSN: 2462-1641
Volume: 1
Number: 1
Page Range: pp. 13-22
Item ID: 16447
Uncontrolled Keywords: Duta selebriti; amal; jurucakap selebriti; pengiklanan selebriti
URI: http://ir.uitm.edu.my/id/eprint/16447

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