Perpustakaan Fakultas Ilmu Komputer

Call Number	SEM-354
Collection Type	Indeks Artikel prosiding/Sem
Title	Beckham vs Fandi: The Effectiveness of Local Sports Celebrities in Advertisements
Author	Leng Ho Keat;
Publisher	2011 international conference on social science and humanity february 26-28, 2011 singapore volume 1 proceedings (ICSSH)
Subject	Keywordes-Sports celebrities; singapore; advertisement; athlete endorsement
Location

Lokasi : Perpustakaan Fakultas Ilmu Komputer

Nomor Panggil	ID Koleksi	Status
SEM-354		TERSEDIA

Tidak ada review pada koleksi ini: 44556

Abstract- Top athletes are often recruited to endorse products and services as they are effective in generating awareness and positive attitudes towards endorsed brands. However, local athletes in Singapore have not been as successful in attracting endorsement deals. This research seeks to establish if local athletes in Singapore have not been as successful in attracting endorsement deals. This research seeks to establish if local athletes can be effective endorsers. The results indicate that local athlete endorsers are perceived to be less effective than foreign athlete endorsers especially among males. Keywords-sports celebrities; Singapore; advertisement; athlete endorsement