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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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Bibliographic Details
Main Author:	Abdulmajid, Methaq Ahmed
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA, Perlis 2011
Subjects:	Marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising
Online Access:	https://ir.uitm.edu.my/id/eprint/32723/

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