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Keywords: Advertising credibility
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (1): 370–397.
Published: 21 November 2024
... celebrities and their credibility. Drawing on associative network theory, this study explores the effects of brand credibility and corporate credibility on celebrity credibility, both directly and through the mediating and moderating effects of advertising credibility. The research addresses three main issues...
