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Keywords: Peer endorser
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Journal Articles
Credibility of a peer endorser and advertising effectiveness
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (3): 182–192.
Published: 09 May 2016
...Juha Munnukka; Outi Uusitalo; Hanna Toivonen Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation...
