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The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation
The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation
Detailed Information
- Material Type
- 기사
- ISSN
- 00913367
- Author
- Dipayan Biswas.
- Title/Author
- The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation / Dipayan Biswas. ; Abhijit Biswas ; Neel Das
- Publish Info
- New York : Myron E. Sharpe, 2006.
- Material Info
- pp. 17-32
- Index Term-Uncontrolled
- DIFFERENTIAL EFFECTS CELEBRITY EXPERT ENDORSEMENTS CONSUMER RISK PERCEPTIONS ROLE KNOWLEDGE PERCEIVED CONGRUENCY PRODUCT TECHNOLOGY ORIENTATION
- Added Entry-Personal Name
- Abhijit Biswas
- Added Entry-Personal Name
- Neel Das
- Host Item Entry
- Journal of Advertising. : Vol. 35 No. 2 (2006. 6) 2006, 06
- 모체레코드
- 모체정보확인
- Control Number
- kjul:60096863
MARC
008070410s2006 AI a a ENG■022 ▼a00913367
■1001 ▼aDipayan Biswas.
■245 ▼aThe Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation▼dDipayan Biswas.▼eAbhijit Biswas▼eNeel Das
■260 ▼aNew York▼bMyron E. Sharpe▼c2006.
■300 ▼app. 17-32
■653 ▼aDIFFERENTIAL▼aEFFECTS▼aCELEBRITY▼aEXPERT▼aENDORSEMENTS▼aCONSUMER▼aRISK▼aPERCEPTIONS▼aROLE▼aKNOWLEDGE▼aPERCEIVED▼aCONGRUENCY▼aPRODUCT▼aTECHNOLOGY▼aORIENTATION
■7001 ▼aAbhijit Biswas
■7001 ▼aNeel Das
■773 ▼tJournal of Advertising.▼gVol. 35 No. 2 (2006. 6)▼d2006, 06
■SIS ▼aS037855▼b60077366▼h8▼s2
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