| Tekijä: | Wang, A. |
| Otsikko: | The effects of expert and consumer endorsements on audience response |
| Lehti: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 402-412 |
| Asiasana: | consumers advertising |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this study is to analyse the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus influences this process. Among others findings show that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. |
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