The endorser's persuasiveness on the purchase intention of high-involvement products: A comparison between a newly launched product and a mature one

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)

Abstract

This study investigates how the endorser's persuasiveness (with the endorser being an expert or a celebrity) affects consumer purchase intention of high-involvement products. We separate products into two types: newly launched and mature ones. In the theoretical framework, we suggested that the endorser's persuasiveness would significantly affect purchase intention of high-involvement products in different ways according to the type of endorsers and the stage in a product life cycle. This research also revealed that social influence and consumer knowledge of the health care product are two significant moderators that affect consumers' purchase intention.
Original languageEnglish
Pages (from-to)226-242
Number of pages17
JournalJournal of Global Marketing
Volume23
Issue number3
DOIs
Publication statusPublished - 5 Jul 2010

Keywords

  • Endorser's persuasiveness
  • High-involvement product

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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