...Jieun Park; Rajshekhar Javalgi; Michael Wachter Purpose The purpose of this paper is to investigate an antecedent of perceived authenticity in the relationship between product ethnicity (PE) and evaluations of foreign products. Moreover, the present study explores roles of product involvement...

.... The role of product involvement in the formation of attitudes and endorser credibility is also examined. Design/methodology/approach A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical...