Credibility of a peer endorser and advertising effectiveness
Juha Munnukka, Outi Uusitalo and Hanna Toivonen (School of Business and Economics, Jyväskylä University, Jyväskylä, Finland)
| Year of publication: |
2016
|
|---|---|
| Authors: | Munnukka, Juha ; Uusitalo, Outi ; Toivonen, Hanna |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 33.2016, 3, p. 182-192
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| Subject: | Source credibility | Brand attitude | Product involvement | Advertising effectiveness | Attitude toward advertisement | Peer endorser | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Glaubwürdigkeit | Credibility | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-11-2014-1221 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011523182