Credibility of a peer endorser and advertising effectiveness
Year of publication: |
2016
|
---|---|
Authors: | Munnukka, Juha ; Uusitalo, Outi ; Toivonen, Hanna |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 33.2016, 3, p. 182-192
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Source credibility | Brand attitude | Product involvement | Advertising effectiveness | Attitude toward advertisement | Peer endorser |
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