Taking it to the streets: A multimethod investigation of street credibility and consumer affinity toward street credible endorsers
Celebrity endorsers are featured in 10 to 20 percent of commercials in the United States (Agrawal and Kamakura, 1995). While firms have invested significant capital in celebrity endorsers, they traditionally shy away from those who have been involved in illegal or immoral acts (Briggs, 2009; Creswel...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2013
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI3615398 |