A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects

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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...

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Bibliographic Details
Main Authors:	Bergkvist, Lars, Hjalmarson, Hanna, Mägi, Anne W.
Format:	Article
Published:	Taylor & Francis 2015
Subjects:	Advertising; Marketing communications; Celebrity endorsements; Brand attitude; Mediation analysis
Online Access:	https://eprints.nottingham.ac.uk/47519/

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