Impact of nutritional knowledge on expert, third-party organization and celebrity endorsements.

Product packages involving endorsements by an expert, a third-party organization (TPO) or a celebrity, were compared for their impact on purchase intention, perceived product credibility and product liking. In addition, this study examined how consumer nutritional knowledge moderated the endorsement...

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Bibliographic Details
Main Authors: Tay, Kai Lin., Peh, Tian Yi., Tan, Clarin Si Min.
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2011
Subjects:
Online Access:http://hdl.handle.net/10356/43670
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Institution: Nanyang Technological University
Language: English

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