The impact of endorser and brand credibility on consumers' purchase intention : the mediating effect of attitude towards brand and brand credibility
Year of publication: |
2020
|
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Authors: | Chin, Phaik Nie ; Salmi Mohd Isa ; Alodin, Yasmin |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 8, p. 896-912
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Subject: | attitude towards brand | attitude towards brand credibility | brand credibility | Endorser credibility | purchase intention | theory of planned behaviour | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Glaubwürdigkeit | Credibility | Markenführung | Brand management | Markenartikel | Brand | Verbrauchereinstellung | Consumer attitudes |
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