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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.
ISSN: 0891-1762
EISSN: 1528-6975
DOI: 10.1080/08911762.2010.487424
Appears in Collections:Journal/Magazine Article

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