Endorsements’ Effects of one Branded Service on Attitude, Purchase Intention and Intention of Recommendation Towards the Service Category

Cara Corina () and Tocila Tudor ()
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Tocila Tudor: Alexandru Ioan Cuza University of Iași, Iași, Romania

Scientific Annals of Economics and Business, 2015, vol. 62, issue s1, 65-73

Abstract: The study focuses on the effectiveness of endorsement strategies in the beauty service industry. We refer an effective endorsement strategy as a strategy where the endorser is perceived as trustful and we assume that trustworthiness leads to an attitudinal or behavioural change.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:62:y:2015:i:s1:p:65-73:n:7

DOI: 10.1515/aicue-2015-0037

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