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The Effects of expert and consumer endorsements on audience response

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product

Ketersediaan

Call NumberLocationAvailable
IM1610708DPSB lt.dasar - Pascasarjana1
Penerbit .,
Edisi -
Subjek Consumer behavior
Consumer attitudes
Statistical analysis
Effectiveness
Product Choice
Endorsements
studies
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik Hardcopy
Info Detail Spesifik -
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