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Keywords: Brand credibility
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2011) 25 (4): 260–272.
Published: 05 July 2011
...Tae Hyun Baek; Karen Whitehill King Purpose The purpose of this study is to investigate whether the framework of brand credibility effects is applicable to service categories and to examine if brand credibility's impact differs according to service type and involvement level. Design/methodology...
