search query: @author Goldsmith, R.E. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Goldsmith, R.E. Lafferty, B.A. Newell, S.J. |
| Title: | The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands |
| Journal: | Journal of Advertising
2000 : FALL, VOL. 29:3, p. 43-54 |
| Index terms: | Advertising Brands |
| Freeterms: | Celebrities |
| Language: | eng |
| Abstract: | The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitude-toward-the-brand and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. |
« previous | next »
SCIMA