Credibility of a peer endorser and advertising effectiveness

Journal of Consumer Marketing

Volumn 33, Issue 3, 2016, Pages 182-192

  Munnukka, Juha ^a   Uusitalo, Outi ^a   Toivonen, Hanna ^a  

^a UNIVERSITY OF JYVÄSKYLÄ   (Finland)

Author keywords

Advertising effectiveness; Attitude toward advertisement; Brand attitude; Peer endorser; Product involvement; Source credibility

Indexed keywords

EID: 85010377812     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/JCM-11-2014-1221     Document Type: Article

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