Spot the difference: examining facial characteristics that enhance spokesperson effectiveness
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DOI: 10.1108/ejm-03-2017-0226
Abstract: Purpose This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Design/methodology/approach Two studies… read more here.
Keywords: source; research; advertisement attitude; source authenticity ... See more keywords