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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
- 자료유형
- 기사
- ISSN
- 00913367
- 저자명
- Dipayan Biswas.
- 서명/저자
- 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
- 발행사항
- New York : Myron E. Sharpe, 2006.
- 형태사항
- pp. 17-32
- 키워드
- DIFFERENTIAL EFFECTS CELEBRITY EXPERT ENDORSEMENTS CONSUMER RISK PERCEPTIONS ROLE KNOWLEDGE PERCEIVED CONGRUENCY PRODUCT TECHNOLOGY ORIENTATION
- 기타저자
- Abhijit Biswas
- 기타저자
- Neel Das
- 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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