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Older Consumers’ Perceptions of Advertising with Celebrity Endorsement
Fei FAN
*
,
Kara K W CHAN
, Yan WANG
*
Corresponding author for this work
School of Continuing Education
Department of Communication Studies
Research output
:
Contribution to journal
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Article
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peer-review
7
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Dive into the research topics of 'Older Consumers’ Perceptions of Advertising with Celebrity Endorsement'. Together they form a unique fingerprint.
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Business & Economics
Celebrity Endorsement
100%
Older Consumers
98%
Celebrity
87%
Consumer Perceptions
70%
Marketing Communications
38%
Attractiveness
33%
Credibility
31%
Moral Behavior
26%
Advertising Effects
23%
Congruency
23%
Source Credibility
23%
Interviewing
22%
Older People
21%
Brand Awareness
21%
China
18%
Qualitative Study
17%
Persistence
16%
Purchase Intention
16%
Drama
14%
Factors
6%
Social Sciences
VIP
81%
credibility
33%
social attraction
24%
marketing
19%
China
14%
drama
12%
purchase
11%
persistence
10%
popularity
10%
communications
10%
society
8%
communication
6%
human being
6%