The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship between dimensions in source credibility theory and consumers’ purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major univer...
| Authors: | ; ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Taylor & Francis
2021
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| In: |
Cogent business & management
Year: 2021, Volume: 8, Issue: 1, Pages: 1-20 |
| Further subjects: | B
attractiveness
B Source credibility theory B Trustworthiness B Aufsatz in Zeitschrift B celebrity endorsement B perceived religiosity B Expertise |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) Volltext (kostenfrei) |
| Rights Information: | CC BY 4.0 |