HIGHLIGHTS
- who: Dr Austin Mwange & Dr Ayanda Meyiwa from the The Asian Institute of Research have published the research work: Quarterly Reviews, in the Journal: (JOURNAL)
- what: This study investigates two potential mediators that underlie this relationship, namely identification (perceived similarity and identification of expectations) and credibility (trust and expertise). In this study, to test both groups of types of endorsers, the analysis model was carried out using the Multi Group Analysis Structural Equation Model. Practically, this research provides an understanding for marketers about the role of perception of celebrity endorser on purchase intention by taking . . .
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