| dc.contributor.advisor | Mowen, John C. | |
| dc.contributor.author | Brown, Tom J. | |
| dc.date.accessioned | 2015-09-21T16:05:45Z | |
| dc.date.available | 2015-09-21T16:05:45Z | |
| dc.date.issued | 1988-08 | |
| dc.identifier.uri | https://hdl.handle.net/11244/18469 | |
| dc.description.abstract | Scope and Method of Study: This study researches differences in the constructs of credibility for four commonly-used types of endorsers with the objective of identifying those factors that subjects use in evaluating the credibility of product endorsers and determining the relative importance of each. The experiment utilized a balanced incomplete block design; subjects reviewed actual advertisements pre-categorized into endorser groups by the researchers. | |
| dc.description.abstract | Findings and Conclusions: The study indicated that different variables are important to varying degrees in contributing to credibility for the different endorser categories, with expertise and trustworthiness providing significant relative contributions for all endorser categories. | |
| dc.format | application/pdf | |
| dc.language | en_US | |
| dc.rights | Copyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material. | |
| dc.title | Empirical study on the constructs of credibility for four types of product endorsers | |
| osu.filename | Thesis-1988R-B881e.pdf | |
| osu.accesstype | Open Access | |
| dc.type.genre | Master's Report | |
| dc.type.material | Text | |
| thesis.degree.discipline | Business Administration | |
| thesis.degree.grantor | Oklahoma State University | |
