SERTOGLU, Aysegul ERMEC; CATLI, Ozlem; KORKMAZ, Sezer - In: International Review of Management and Marketing 4 (2014) 1, pp. 66-77
credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i … showed that all of the three credibility dimensions for both celebrity endorser and created spokesperson have a positive … relationship with purchase intention. Created spokesperson is perceived to be more trustworthy and competent whereas the celebrity …