VII.

Conceptual Framework

The study was made in order to know the The Effect of Local Celebrity

Endorsement and Entrepreneurial Marketing on the Purchasing Behavior of

Smartphones of Selected BSBA Marketing Management Students of Arellano

University Juan Sumulong Campus.

Figure 2. Illustrates the conceptual framework on the relationship of Local

Celebrity Endorsement and Entrepreneurial Marketing on the Purchasing

Behavior of Smartphones of Selected BSBA Marketing Management Students of

Arellano University Juan Sumulong Campus.

Demographic profile of BSBA Marketing

Management students of Arellano
University Juan Sumulong Campus in
terms of:
Age
Gender
Civil Status
Family Income
 Effect of entrepreneurial marketing
on the purchasing behavior of
smartphones of selected BSBA
Marketing Management Students
of Arellano University Juan
Sumulong Campus
Effect of the local celebrity endorsement
on the purchasing behavior of
smartphones of selected BSBA
  Marketing Management Students of  
Arellano University Juan Sumulong
                       Campus in terms of:                    
Attractiveness,
Trust,
Expertise,
Familiarity
Recommendation
Purchasing Behavior of Smartphones of
Selected BSBA Marketing Management
Students of Arellano University Juan
Sumulong Campus
Figure 1. Research Paradigm
The first frame includes the demographic profile of BSBA Marketing
Students in terms of; age, gender, civil status, and family income.
The second frame consist of entrepreneurial marketing and local
celebrity endorsement. This includes attractiveness, trust, expertise, and
familiarity of local celebrity endorsement.
 The Third frame shows the Purchasing Behavior of Smartphones of
Selected BSBA Marketing Management Students of Arellano University Juan
Sumulong Campus.
The last frame is the recommendation The researchers recommend
that the Local Celebrity Endorsement and Entrepreneurial Marketing may have
an Effect on the Purchasing Behavior of Smartphones of Selected BSBA
Marketing Management Students of Arellano University Juan Sumulong Campus.
The researchers recommend that future researchers continue to improve the
proposed study.