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Keywords: Brand responses
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (7): 1214–1233.
Published: 31 May 2024
... leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses. Design/methodology/approach An online experiment among female participants (N = 229...
