Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

Jennifer Christie Siemens; Scott Smith; Dan Fisher; Thomas D. Jensen

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Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

机译：产品专业知识与专业知识：认可者选择的专业与认可产品之间的一致性

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摘要

endorsers; branding; congruency; attitudes; familiarity

机译：认可人；品牌；一致性态度;熟识

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来源
《Journal of targeting, measurement and analysis for marketing 》 |2008年第3期| p.159-168| 共10页
作者
Jennifer Christie Siemens; Scott Smith; Dan Fisher; Thomas D. Jensen;
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作者单位

Is an assistant professor in the School of Business Administration at the University of Dayton;

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原文格式 PDF
正文语种 eng
中图分类贸易经济 ;
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The purpose of this study was to investigate whether individuals could distinguish between profession-related expertise and nonprofession-related expertise; and the implications of this distinction on perceived credibility. An experimental study investig;

机译：这项研究的目的是调查个人是否可以区分与专业相关的专业知识和与非专业相关的专业知识;以及这种区别对感知信誉的影响。实验研究;

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Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

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