The impact of source credibility on Saudi consumer’s attitude toward print advertisement: the moderating role of brand familiarity / Methaq Ahmed Abdulmajid
An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA, Perlis
2011
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/32723/1/32723.pdf |