The Conditioning Effect on Celebrity Multiple Endorsements
نویسنده
چکیده
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 or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process. Keywords—Celebrity, Multiple endorsements, Pre-exposure, Classical condition, Second-order conditioning
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