Stephen Wang

National Taiwan Ocean University (NTOU)

Professor

2 Pei-Ning Road

Keelung, Taiwan, 20224

Taiwan

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Scholarly Papers (1)

1.

Enhancing Brand Credibility via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise

Journal of Advertising Research. 58 (1), 16-32, 2018
Number of pages: 39 Posted: 09 Jun 2020
Angeline Close Scheinbaum and Stephen Wang
University of Texas at Austin and National Taiwan Ocean University (NTOU)
Downloads 101 (301,299)

Abstract:

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Source credibility theory, consumer psychology, sponsorship, branding, endorsement, celebrity, brand credibility, airline industry, trust, marketing, structural equation modeling