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...
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Universiti Teknologi MARA, Perlis,
2011-12.
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