DR. V V RAVI KUMAR

Title: Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

Authors: Krunal K Punjani, V.V. Ravi Kumar
Journal: Journal of Advances in Management Research
Publication date: 13-May-21
Publisher: Emerald
URL: click here

Abstract

The purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent.