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L'impatto dell'endorsement delle celebrità sul comportamento dei consumatori
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ISBN10: 3330508868
ISBN13: 9783330508866
Publisher: Edizioni Sapienza
Published: Apr 15 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9783330508866
Publisher: Edizioni Sapienza
Published: Apr 15 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Italian
La ricerca si propone di individuare se l'endorsement delle celebrità ha un impatto sul comportamento d'acquisto dei consumatori (di età compresa tra i 15 e i 25 anni). Le altre intenzioni di questa ricerca sono quelle di stabilire come l'endorsement multiplo di un marchio abbia un impatto sulle intenzioni di acquisto dei consumatori e se gli scandali in cui sono coinvolte le celebrità abbiano un impatto sulle intenzioni di acquisto dei consumatori. L'autore ha intrapreso la ricerca primaria attraverso un sondaggio per raccogliere i dati e analizzare i risultati.
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