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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 Number | Location | Available |
|---|---|---|
| IM1610708D | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : 2007 |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Consumer attitudes Statistical analysis Effectiveness Product Choice Endorsements studies |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | Hardcopy |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |