The relation between the effects of testimonials' sources and the cognitive, affective and behavioural changes
Purpose – Endorsement strategies have a well-known potential of generating good results and there are various studies which refer to the endorsement sources as either a contextually effective or ineffective strategy. The present study is a new approach on this topic and it aims at identifying wheth...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Eastern Macedonia and Thrace Institute of Technology
2016-06-01
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| Series: | International Journal of Business and Economic Sciences Applied Research |
| Subjects: | |
| Online Access: | http://ijbesar.teiemt.gr/docs/volume9_issue2/testimonials_sources_behavioural_changes.pdf |