The Effect of Celebrity Endorsement in TV Ads on Consumer Buying Decision of Fast-Moving Consumer Goods: A Perspective from the Theory of Planned Behavior

Mohammad Toufiqur RahmanHanim MisbahSyadiyah Binti Abdul Shukor2024-05-302024-05-302021-07https://oarep.usim.edu.my/handle/123456789/17054Page : 73-90enThe Effect of Celebrity Endorsement in TV Ads on Consumer Buying Decision of Fast-Moving Consumer Goods: A Perspective from the Theory of Planned BehaviorI-iECONS 2021 - Theme 2; Business ManagementArticle