Review paper
The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity
Abstract
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/C – the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers’ reaction to the...
Paper Details
Title
The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity
Published Date
Nov 1, 2011
Volume
3
Issue
4
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