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

• 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: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/43670
• Institution: Nanyang Technological University

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...