Browsing WoS İndeksli Yayınlar Koleksiyonu by Publisher "World Advertising Research Center"
Now showing items 1-1 of 1
-
Source characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge
(World Advertising Research Center, 2011)The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand ...
