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Taking It to Th Streets: A Multimethod Investigation of Street Credibility and Consumer Affity Toward Street Credible Endorsers
A Multimethod Investigation of Street Credibility Consumer Affinity Street Credible Endorsers
2014/10/28
Celebrity endorsers are featured in 10 to 20 percent of commercials in the United States (Agrawal and Kamakura, 1995). While firms have invested significant capital in celebrity endorsers, they tradit...