Combined Effect of Message Framing and Endorser Credibility on Buying Interest of Yoghurt Product

• المؤلفون الرئيسيون: Wankar, Tian Jihadhan, Syahlani, Suci Paramitasari, Haryadi, F.Trisakti
• التنسيق: Conference or Workshop Item NonPeerReviewed
• اللغة: English
• منشور في: 2015
• الموضوعات: Education; Economics
• الوصول للمادة أونلاين: https://repository.ugm.ac.id/136208/1/ilovepdf_merged3.pdf; https://repository.ugm.ac.id/136208/

This study aimed to determine the effect of message framing, the credibility of endorser and the combination of message framing with endorser credibility on advertising for consumer buying interest on yoghurt products. This study was an experimental design that involved students as participants....