Stephen Wang

National Taiwan Ocean University (NTOU)

2 Pei-Ning Road

Keelung, Taiwan, 20224

China

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Scholarly Papers (1)

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Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise

Journal of Advertising Research. 58 (1), 16-32
Number of pages: 39
Angeline Close Scheinbaum and Stephen Wang
University of Texas at Austin and National Taiwan Ocean University (NTOU)
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Abstract:

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