Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention
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DOI: 10.1080/10496491.2018.1443311
Abstract: ABSTRACT The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention.… read more here.
Keywords: advertisement attitude; brand attitude; celebrity worship; attitude ... See more keywords
Spot the difference: examining facial characteristics that enhance spokesperson effectiveness
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DOI: 10.1108/ejm-03-2017-0226
Abstract: Purpose This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Design/methodology/approach Two studies… read more here.
Keywords: source; research; advertisement attitude; source authenticity ... See more keywords