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- W4315798039 abstract "The study examines the influence of endorser credibility on brand placement effectiveness in reality shows through different placement appeals. In addition, it explores the direct and indirect effects through attitude toward brand placements and brand, brand image, and purchase likelihood in emotional and rational placement appeals. A separate stimuli-based questionnaire for emotional and rational appeals was used to collect the data. The findings revealed that endorsers’ credibility has a direct, positive, and significant impact on attitudes toward the brand placements, the brand, brand image, and purchase likelihood for emotional and rational brand placement appeals." @default.
- W4315798039 created "2023-01-13" @default.
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- W4315798039 date "2023-01-12" @default.
- W4315798039 modified "2023-09-29" @default.
- W4315798039 title "Examining the Influence of Endorser Credibility on Brand Placements in Reality Shows through Placement Appeal: Emotional Vs Rational Appeal" @default.
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- W4315798039 doi "https://doi.org/10.1080/10496491.2023.2165208" @default.
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