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 |