The Mediating Effects of Presumed Influences on Taiwanese Consumers’ Skepticism toward Celebrity Endorsed Advertising
Author:
Affiliation:
1. Department of Communication, Arkansas State University, Jonesboro, Arkansas, USA
2. Department of Advertising and Public Relations, University of Georgia, Athens, Georgia, USA
3. Shih Hsin University, Taipei, Taiwan
Publisher
Informa UK Limited
Subject
Marketing,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/08961530.2016.1236310
Reference41 articles.
1. Exploring the relationship between celebrity endorser effects and advertising effectiveness
2. The 70% Majority: Enduring Consumer Beliefs about Advertising
3. Third-Person Perception and Sexual Risk Taking Among Minority `At-Risk' Youth
4. Product Involvement in the Link Between Skepticism Toward Advertising and Its Effects
5. Perceived Impact of Defamation: An Experiment on Third-Person Effects
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