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How do fashion endorsers’ credibility sources shape young consumers’ attitudes, perceptions, and purchase intents? Decoding fashion influencers using S-O-R perspective

Rishi Kant, Archana Tiwari, Deepak Jaiswal
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (4): 585–605.
https://doi.org/10.1108/YC-11-2024-2316
Published: 29 April 2025
...Rishi Kant; Archana Tiwari; Deepak Jaiswal Purpose This paper aims to analyse how fashion endorsers’ credibility sources interplay with brand perceptions, attitudes and purchase intents of fashion products through the lens of the stimulus-organism-response (S-O-R) framework and source credibility...
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