Endorsers and ethnicity in brand imaging for selected retail brands
ABSTRACT This research documented how local retail clothing brands changed their brand imaging through their use of endorsers by shifting from hiring local models and celebrities, to anonymous models, particularly Caucasians, of other ethnic origins. This led to the hypothesis that local retail bran...
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| Format: | Thesis |
| Language: | English |
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Quezon City
College of Home Economics, University of the Philippines Diliman
2013.
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