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The Effects of Expert and Consumer Endorsements on Audience Response

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Author Info
WANG, ALEX
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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File URL: http://journals.cambridge.org/abstract_S0021849905050452
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 45 (2005)
Issue (Month): 04 (December)
Pages: 402-412
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:402-412_05

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This page was last updated on 2009-12-11.

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