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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Hlavní autoři: Aysegul Ermec Sertoglu, Ozlem Catlı, Sezer Korkmaz
Médium: Artigo
Jazyk:Inglês
Vydáno: EconJournals 2014-03-01
Edice:International Review of Management and Marketing
Témata:
celebrity endorser
created spokesperson
endorser credibility
buying intention
advertisement
On-line přístup:https://dergipark.org.tr/tr/pub/irmm/issue/32079/355045?publisher=http-www-cag-edu-tr-ilhan-ozturk
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