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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Bibliographic Details
Main Authors: Sahat Aditua Fandhitya Silalahi, Fachrurazi Fachrurazi, Achmad Muchaddam Fahham
Format: Article
Language:English
Published: Taylor & Francis Group 2021-01-01
Series:Cogent Business & Management
Subjects:
Online Access:http://dx.doi.org/10.1080/23311975.2021.1956066