Endorser Credibility, Attitude Towards Advertising and Consumers’ Purchase Intention of Beauty Soap
Table 4:
AAD | ECA | ECE | ECS | ECT | PI | |
AAD | ||||||
ECA | 0.708 | |||||
ECE | 0.669 | 0.657 | ||||
ECS | 0.666 | 0.551 | 0.615 | |||
ECT | 0.656 | 0.591 | 0.799 | 0.768 | ||
PI | 0.656 | 0.492 | 0.467 | 0.553 | 0.580 |