Date of Publication
2006
Document Type
Master's Thesis
Degree Name
Master of Science in Marketing
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
The study is about the characteristic factors that influence the preference for celebrity endorsers of climate change. It is a non-experimental descriptive research design that was administered through simple randomization of 161 individuals from Barangay Loyola Heights in Quezon City during the month of September. Data was analyzed using Chi-square. Results yielded that the independent variables age, sex, civil status, educational attainment, and feeling towards the environment are the only significant predictors for the dependent variable preference for celebrity endorsers for the advocacy on climate change.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG004183
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
117 leaves, 28 cm.
Keywords
Endorsements in advertising; Celebrities; Climate change
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Recommended Citation
De Leon, A. M. (2006). Factors that influence the preference for celebrity endorsers of climate change. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/3442
