The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation

Journal of Advertising

Volumn 35, Issue 2, 2006, Pages 17-31

  Biswas, Dipayan ^a   Biswas, Abhijit ^b   Das, Neel ^c  

^a BENTLEY COLLEGE   (United States)

^b WAYNE STATE UNIVERSITY   (United States)

^c INDIANA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33748540039     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2006.10639231     Document Type: Article

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