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- W2024853831 endingPage "196" @default.
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- W2024853831 abstract "This study examines the impacts of self-congruity and source credibility (i.e., attractiveness, trustworthiness, and expertise) on consumer responses to coffeehouse advertising. This study tests the model and associated hypotheses based on responses from a sample of 403 participants recruited via snowball sampling. The result of the structural equation modeling reveals that self-congruity is a significant predictor of source credibility, and that the three dimensions of source credibility are important factors influencing consumers’ attitudes and purchase intentions. The multigroup analysis shows that spokesperson type (i.e., celebrity vs. noncelebrity) moderates the relationship between self-congruity and source attractiveness. Further, this study finds that source credibility mediates the relationship between self-congruity and ad attitude. We discuss both academic and practical implications of these findings." @default.
- W2024853831 created "2016-06-24" @default.
- W2024853831 creator A5054003625 @default.
- W2024853831 creator A5081325281 @default.
- W2024853831 date "2015-03-31" @default.
- W2024853831 modified "2023-10-06" @default.
- W2024853831 title "Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising" @default.
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