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Keywords: Endorser credibility
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Journal Articles
Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements: An elaboration likelihood model approach
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2014) 8 (2): 164–177.
Published: 27 May 2014
...) by two (levels of disease state involvement) factorial design was used. Respondents (over the age of 18) were randomly shown one of the ad types and then responded to an online survey questionnaire containing questions and various scales measuring disease state involvement, endorser credibility, attitude...
Journal Articles
Differential effects of fear‐eliciting DTCA on elaboration, perceived endorser credibility, and attitudes
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 4–22.
Published: 30 March 2012
..., and evaluation of endorser credibility. Design/methodology/approach A between‐subject experiment was conducted with 96 students in a large state university. Fear appeals and endorser credibility were manipulated via stimulus ads. Participants' responses on elaboration, attitudes, and behavior intentions...
