Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey

The purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i.e. attractiveness, trustworthiness and expertise)...

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Detalhes bibliográficos
Main Authors: Aysegul Ermec Sertoglu, Ozlem Catlı, Sezer Korkmaz
Formato: Artigo
Idioma:Inglês
Publicado em: EconJournals 2014-03-01
Colecção:International Review of Management and Marketing
Assuntos:
celebrity endorser
created spokesperson
endorser credibility
buying intention
advertisement
Acesso em linha:https://dergipark.org.tr/tr/pub/irmm/issue/32079/355045?publisher=http-www-cag-edu-tr-ilhan-ozturk
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