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Author

Juozapas Budrikis

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Sep 2026

Matching message and messenger: how endorser type and appeal shape advertising credibility and consumer responses in golf advertising

Drawing on source credibility theory, the Elaboration Likelihood Model (ELM), match-up theory, and the meaning transfer model, this study examines how endorser type (celebrity vs. expert) and message appeal (humorous vs. rational) jointly shape advertising credibility and a set of consumer responses, namely brand r...

Juozapas Budrikis, Dominyka Venciūtė, Ruta Fontes et al. · 0 citations

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