The effects of spokes-characters' personalities of food products on source credibility

Journal of Food Products Marketing

Volumn 17, Issue 1, 2010, Pages 65-78

  Kyung, Hobin ^a   Kwon, Ohyoon ^b   Sung, Yongjun ^b  

^a KT Cooperation   (South Korea)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Brand personality; Source credibility; Spokes character; Survey

Indexed keywords

EID: 78650733529     PISSN: 10454446     EISSN: 15404102     Source Type: Journal    
DOI: 10.1080/10454446.2011.532402     Document Type: Article

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