What Is Street Cred? An Exploration of Street Credibility in the Marketplace

Street cred is ubiquitous, and marketers leverage it to promote a wide array of products. Street credible celebrities influence mainstream purchases and are predicted to replace athletes as the most influential product endorsers. For the general populous, street cred is real, salient, and sought. But what exactly is street cred?


Delancy Bennett, Geraldo Matos, Mitchell Hamilton, and Nicholas Pendarvis (2020) ,"What Is Street Cred? An Exploration of Street Credibility in the Marketplace", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 212-213.


Delancy Bennett, Clemson University, USA
Geraldo Matos, Roger Williams University
Mitchell Hamilton, Loyola Marymount University, USA
Nicholas Pendarvis, California State University Los Angeles, USA


NA - Advances in Consumer Research Volume 48 | 2020

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