search query: @author Lafferty, B.A. / total: 2
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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. |
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