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The Effects of Expert and Consumer Endorsements on Audience Response

Alex Wang
DOI: 10.1017/S0021849905050452 Published 1 December 2005
Alex Wang
University of Connecticut, Stamford
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ABSTRACT

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

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Vol 45 Issue 4

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The Effects of Expert and Consumer Endorsements on Audience Response
Alex Wang
Journal of Advertising Research Dec 2005, 45 (4) 402-412; DOI: 10.1017/S0021849905050452

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The Effects of Expert and Consumer Endorsements on Audience Response
Alex Wang
Journal of Advertising Research Dec 2005, 45 (4) 402-412; DOI: 10.1017/S0021849905050452
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