Determining the Impacts of Celebrity Based Brand Endorsements on Consumers’ Purchasing Intention
نویسندگان
چکیده
منابع مشابه
The Conditioning Effect on Celebrity Multiple Endorsements
This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2 4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning o...
متن کاملAn examination of the celebrity endorsements and online customer reviews influence female consumers' shopping behavior
0747-5632/$ see front matter 2012 Elsevier Ltd. A http://dx.doi.org/10.1016/j.chb.2012.08.005 ⇑ Corresponding author. Tel.: +886 2 2737 6764; fa E-mail address: [email protected] (P.-S. Wei). The goal of this study is to compare the influence of celebrity endorsements to online customer reviews on female shopping behavior. Based on AIDMA and AISAS models, we design an experiment to investigate...
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15 صفحه اولPopular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing.
BACKGROUND Food and beverage marketing has been associated with childhood obesity. We quantified the number and type of food or beverage brands promoted by music celebrities, assessed the nutritional quality of the products, and examined Teen Choice Award data to assess the celebrities' popularity among adolescents. METHODS This was a descriptive study. A list of music celebrities associated ...
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ژورنال
عنوان ژورنال: NICE Research Journal
سال: 2018
ISSN: 2517-987X,2219-4282
DOI: 10.51239/nrjss.v0i0.6