Development of conceptual framework for Nigerian generation Y-ers’ purchase intention and response towards indigenous celebrity-endorsed products: A PLS-SEM Study on Selected Mobile Service Providers in Nigeria
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DOI: 10.20474/jabs-3.1.6
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- Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
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Keywords
Purchase intention; CB-endorser; CB-ambassador; CB-endorsement; Generation Y-ers;All these keywords.
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