The relation between the effects of testimonials' sources and the cognitive, affective and behavioural changes
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References listed on IDEAS
- Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
- Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
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More about this item
Keywords
Testimonials; Affective; Behavioural; Cognitive; Attitudes;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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