Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
<p dir="ltr">In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘eith...
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2021
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