调解
心理学
广告
社会心理学
产品(数学)
变量
积极的态度
业务
政治学
数学
几何学
统计
法学
作者
Lars Bergkvist,Hanna Hjalmarson,Anne W. Mägi
标识
DOI:10.1080/02650487.2015.1024384
摘要
AbstractThis research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebrity–brand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand.Keywords: advertisingmarketing communicationscelebrity endorsementsbrand attitudemediation analysis Disclosure statementNo potential conflict of interest was reported by the authors.
科研通智能强力驱动
Strongly Powered by AbleSci AI