An experimental investigation of the relative effects of different forms of endorsement on brand trust
Endorsement is a popular marketing communications tool that has been used by marketers for many years. However, traditional methods of marketing are now being surpassed as sophisticated consumers become more cynical and seek out unofficial, noncommercial information about brands. Due to the advent o...
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2013
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| Online Access: | http://hdl.handle.net/2263/26568 Saar, HM 2010-07-23, An experimental investigation of the relative effects of different forms of endorsement on brand trust, MCom Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/26568> http://upetd.up.ac.za/thesis/available/etd-07232010-193046/ |
