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Endorsements’ Effects of one Branded Service on Attitude, Purchase Intention and Intention of Recommendation Towards the Service Category

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  • Cara Corina
  • Tocila Tudor

    (Alexandru Ioan Cuza University of Iași, Iași, Romania)

Abstract

The study focuses on the effectiveness of endorsement strategies in the beauty service industry. We refer an effective endorsement strategy as a strategy where the endorser is perceived as trustful and we assume that trustworthiness leads to an attitudinal or behavioural change.

Suggested Citation

  • Cara Corina & Tocila Tudor, 2015. "Endorsements’ Effects of one Branded Service on Attitude, Purchase Intention and Intention of Recommendation Towards the Service Category," Scientific Annals of Economics and Business, Sciendo, vol. 62(s1), pages 65-73, October.
    • Handle: RePEc:vrs:aicuec:v:62:y:2015:i:s1:p:65-73:n:7
    DOI: 10.1515/aicue-2015-0037
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