haku: @author Newell, S.J. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Goldsmith, R.E. Lafferty, B.A. Newell, S.J. |
| Otsikko: | The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands |
| Lehti: | Journal of Advertising
2000 : FALL, VOL. 29:3, p. 43-54 |
| Asiasana: | Advertising Brands |
| Vapaa asiasana: | Celebrities |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA