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http://hdl.handle.net/10397/21939
Title: | The endorser's persuasiveness on the purchase intention of high-involvement products : a comparison between a newly launched product and a mature one | Authors: | Cho, V | Keywords: | Endorser's persuasiveness High-involvement product |
Issue Date: | 2010 | Publisher: | Routledge, Taylor & Francis Group | Source: | Journal of global marketing, 2010, v. 23, no. 3, p. 226-242 How to cite? | Journal: | Journal of global marketing | Abstract: | This study investigates how the endorser's persuasiveness (with the endorser being an expert or a celebrity) affects consumer purchase intention of high-involvement products. We separate products into two types: newly launched and mature ones. In the theoretical framework, we suggested that the endorser's persuasiveness would significantly affect purchase intention of high-involvement products in different ways according to the type of endorsers and the stage in a product life cycle. This research also revealed that social influence and consumer knowledge of the health care product are two significant moderators that affect consumers' purchase intention. | URI: | http://hdl.handle.net/10397/21939 | ISSN: | 0891-1762 | EISSN: | 1528-6975 | DOI: | 10.1080/08911762.2010.487424 |
Appears in Collections: | Journal/Magazine Article |
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