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Keywords: Eye-tracking study
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (12): 2699–2715.
Published: 26 September 2024
... for a complex decision-making process? Would the celebrity still be effective? Would gender matter now? Thus, we proceed to study and address the moderating effect of product complexity on the effectiveness of the spokesperson/endorser. Celebrity spokesperson B2B advertising Eye-tracking study...
