Munnukka, Juha; Uusitalo, Outi; Toivonen, Hanna - In: Journal of Consumer Marketing 33 (2016) 3, pp. 182-192
Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation...