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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  
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