Journal article
Celebrity endorsements, whitening products, and consumer purchase intentions: A review of literature
Abstract
PURPOSE: The purpose of this study was to examine how much celebrity endorsement stimulates skin color racism in the cosmetics industry.
DESIGN/METHODOLOGY/APPROACH: The data were collected from Google Scholar and Web of Science published articles, and researchers had chosen 45 research articles. Some of the research articles used a quantitative research approach while others had used qualitative research approach. And for the current study, …
Authors
Khan A; Sabir RI; Majid MB; Javaid MU; Haq MAU; Mehmood H
Journal
Journal of Cosmetic Dermatology, Vol. 21, No. 10, pp. 4194–4204
Publisher
Wiley
Publication Date
10 2022
DOI
10.1111/jocd.14903
ISSN
1473-2130