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...

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Autores principales: Sahat Aditua Fandhitya Silalahi, Fachrurazi Fachrurazi, Achmad Muchaddam Fahham
Formato: article
Lenguaje:EN
Publicado: Taylor & Francis Group 2021
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Acceso en línea:https://doaj.org/article/f88fccc4dfe240d7b6a3352665c80ee6
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