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Keywords: Message source credibility
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2011) 23 (4): 448–472.
Published: 30 August 2011
...Paul C.S. Wu; Yun‐Chen Wang Purpose Based on message source theory, the purpose of this paper is to use positive electronic word‐of‐mouth (eWOM) settings to examine the influence of message source credibility on brand attitude (brand trust, brand affection, and purchase intention). The current...
