Open Access
Research Article·pp. 1627–1641·Vol. 26, Issue 7Oct 2023
Impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai
S. Arul Krishnan, V. P. Rameshkumaar, K. Prakash, D. Sugandaran, B. Balaji
Published Online: 27 Nov 2023DOI: 10.47974/JSMS-1123
In this paper: The study planned to examine the impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai. The consumers frequently purchasing fast-moving consume...
