SPOKES-CHARACTERS : Creating Character Trust and Positive Brand Attitudes

By J. A. Garretson, Ronald W. Niedrich. 2004

210 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/61feb1b0031567e0b5e8361d588d32a0efea8827

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Joseph F. Hair
2. J. Yu
3. Barry J. Babin
4. Paul M. Connell
5. Jooyoung Kim
6. Tae Hyun Baek
7. Nina Krey
8. Marko Sarstedt

In Organizational Behavior and Human Resource Management

1. Joseph F. Hair
2. J. Yu
3. Barry J. Babin
4. Paul M. Connell
5. Jooyoung Kim
6. Tae Hyun Baek
7. Nina Krey
8. Marko Sarstedt

In Sociology and Political Science

1. J. Yu
2. Joseph F. Hair
3. Barry J. Babin
4. Paul M. Connell
5. Jooyoung Kim
6. Tae Hyun Baek
7. Nina Krey
8. Sunghyup Sean Hyun

Citations in the corpus

• The differential roles of brand credibility and brand prestige in consumer brand choice (2010, methodology): “For comparison, the base model is defined as “the unconstrained model where all paths are free to vary across both groups” (Garretson & Niedrich, 2004, p. 30).”
• The Role of Baseline Physical Similarity to Humans in Consumer Responses to Anthropomorphic Animal Images (2013, background): “Some of this literature focuses on effects of brand advertising mascots on brand attitudes (Garretson & Burton, 2005; Garretson & Niedrich, 2004) and associated policy implications (Garretson & Burton, 1998; Neeley & Schumann, 2004).”
• Covariance-Based Structural Equation Modeling in the Journal of Advertising: Review and Recommendations (2017, background): “Other authors point to difficulties with model convergence in their attempts to use a multigroup analysis (e.g., Garretson and Niedrich 2004).”