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Source Credibility and Consumer`s Purchase Intention - Methaq Sallam
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Methaq Sallam:
Source Credibility and Consumer`s Purchase Intention - Taschenbuch

ISBN: 9783847344810

ID: 9783847344810

Credibility and Marketing The understanding of consumers processes and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires is crucial to guide marketers. Hence, the importance of the concept of source credibility in advertisement i.e. corporate credibility and endorser credibility. The aim of this study is to examine the effect of both the endorser and corporate credibility on consumer s attitude toward ad, brand attitude and purchase intention when brand familiarity is tested. The model developed for this study is an integration of five separate advertisement effect models found in the advertising related literature. The study found that of the two source credibility investigated, endorser credibility portrays greater antecedent impact on Attitude toward advertisement than corporate credibility. The study also found that prior attitude toward brand is not a moderator for Attitude toward Advertisement and Attitude toward Brand. Attitude toward Brand is partial mediator for the relationship between attitude toward advertisement and purchase intention. Source Credibility and Consumer`s Purchase Intention: The understanding of consumers processes and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires is crucial to guide marketers. Hence, the importance of the concept of source credibility in advertisement i.e. corporate credibility and endorser credibility. The aim of this study is to examine the effect of both the endorser and corporate credibility on consumer s attitude toward ad, brand attitude and purchase intention when brand familiarity is tested. The model developed for this study is an integration of five separate advertisement effect models found in the advertising related literature. The study found that of the two source credibility investigated, endorser credibility portrays greater antecedent impact on Attitude toward advertisement than corporate credibility. The study also found that prior attitude toward brand is not a moderator for Attitude toward Advertisement and Attitude toward Brand. Attitude toward Brand is partial mediator for the relationship between attitude toward advertisement and purchase intention., LAP Lambert Academic Publishing

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Source Credibility and Consumer's Purchase Intention
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Source Credibility and Consumer's Purchase Intention - neues Buch

ISBN: 9783847344810

Methaq Sallam,Paperback, English-language edition,Pub by AV Akademikerverlag GmbH & Co. KG. Books Books ~~ Business & Economics~~ Marketing ~~ General Source-Credibility-and-Consumers-Purchase-Intention~~Methaq-Sallam AV Akademikerverlag GmbH & Co. KG.

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Source Credibility and Consumer's Purchase Intention Credibility and Marketing - Methaq Sallam
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Source Credibility and Consumer's Purchase Intention Credibility and Marketing - neues Buch

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Source Credibility and Consumer's Purchase Intention Credibility and Marketing Author :Methaq Sallam 9783847344810 3847344811

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Source Credibility and Consumer's Purchase Intention - Sallam, Methaq
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Source Credibility and Consumer's Purchase Intention - Taschenbuch

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Credibility and Marketing - Buch, gebundene Ausgabe, 216 S., Beilagen: Paperback, Erschienen: 2012 LAP Lambert Academic Publishing

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Source Credibility and Consumer's Purchase Intention - Sallam, Methaq
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Sallam, Methaq:
Source Credibility and Consumer's Purchase Intention - Taschenbuch

2012, ISBN: 3847344811

Gebundene Ausgabe, ID: 11669397

Credibility and Marketing - Buch, gebundene Ausgabe, 216 S., Beilagen: Paperback, Erschienen: 2012 LAP Lambert Academic Publishing

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Source Credibility and Consumer's Purchase Intention
Autor:

Sallam, Methaq

Titel:

Source Credibility and Consumer's Purchase Intention

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Detailangaben zum Buch - Source Credibility and Consumer's Purchase Intention


EAN (ISBN-13): 9783847344810
ISBN (ISBN-10): 3847344811
Gebundene Ausgabe
Taschenbuch
Erscheinungsjahr: 2012
Herausgeber: LAP Lambert Academic Publishing

Buch in der Datenbank seit 31.10.2008 00:06:39
Buch zuletzt gefunden am 14.02.2017 12:56:42
ISBN/EAN: 3847344811

ISBN - alternative Schreibweisen:
3-8473-4481-1, 978-3-8473-4481-0


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