EXAMINING THE EFFECT OF ENDORSER CREDIBILITY ON THE CONSUMERS' BUYING INTENTIONS: AN EMPIRICAL STUDY IN TURKEY
The purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i.e. attractiveness, trustworthiness and expertise)...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2014-01-01
|
| Series: | International Review of Management and Marketing |
| Online Access: | http://www.econjournals.com/index.php/irmm/article/view/666/pdf |