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Endorser Credibility, Attitude Towards Advertising and Consumers’ Purchase Intention of Beauty Soap

Table 3:

  AAD ECA ECE ECS ECT PI
AAD 0.786          
ECA 0.608 0.811        
ECE 0.602 0.564 0.836      
ECS 0.588 0.479 0.537 0.786    
ECT 0.601 0.518 0.729 0.674 0.914  
PI 0.573 0.409 0.409 0.460 0.518 0.869
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