Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes

Journal of Consumer Psychology

Volumn 22, Issue 2, 2012, Pages 249-259

  Rice, Dan Hamilton ^a   Kelting, Katie ^b   Lutz, Richard J ^c  

^a LOUISIANA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF ARKANSAS   (United States)

^c UNIVERSITY OF FLORIDA   (United States)

Author keywords

Advertising; Brand attitude; Celebrity endorsement; Involvement; Persuasive argument; Source congruence

Indexed keywords

EID: 84860836311     PISSN: 10577408     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jcps.2011.06.002     Document Type: Article

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