A Comment on ''Relationship Between Source Expertise and Source Similarity in an Advertising Context''/Response

Bone, Ellen, Easley, and McNeely criticize a study by Swartz (1984) examining the relationship between consumer perceptions of advertising source expertise and similarity. In the study, female college students viewed advertisements for 3 different products, varied by level of endorsement source expe...

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Veröffentlicht in:	Journal of advertising 1986-01, Vol.15 (1), p.47
Hauptverfasser:	Bone, Paula Fitzgerald, Ellen, Pam Scholder, Easley, Richard W, McNeely, Samuel E, Swartz, Teresa A
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Characteristics Endorsements Hypotheses Perceptions Sources Studies
Online-Zugang:	Volltext
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