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Keywords: Attitude toward advertisement
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Journal Articles
Credibility of a peer endorser and advertising effectiveness
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (3): 182–192.
Published: 09 May 2016
... on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements. Source credibility Brand attitude Product involvement Advertising effectiveness Attitude toward advertisement Peer endorser Companies use various tactics to influence their target audience...
