A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects
This 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...
| Main Authors: | , , |
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| Format: | Article |
| Published: |
Taylor & Francis
2015
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/47519/ |