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