The impact of source credibility on Saudi consumer's attitude toward print advertisement: the moderating role of brand familiarity / Methaq Ahmed Abdulmajid

• मुख्य लेखक: Abdulmajid, Methaq Ahmed (लेखक)
• स्वरूप: पुस्तक
• प्रकाशित: Universiti Teknologi MARA, Perlis, 2011-12.
• विषय: Article; PeerReviewed
• ऑनलाइन पहुंच: Link Metadata

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...