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Keywords: Endorser credibility
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (5): 483–496.
Published: 13 November 2017
... on an endorser’s credibility. Design/methodology/approach Following a protocol designed by Till and Shimp (1998), two experiments were conducted to examine if meaning transfer exists (experiment 1) and if meaning type moderates reverse meaning transfer (experiment 2). A doubly repeated multivariate analysis...
