search query: @freeterm Social attitudes / total: 1
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| Author: | Silvera, D.H. Austad, B. |
| Title: | Factors predicting the effectiveness of celebrity endorsement advertisements |
| Journal: | European Journal of Marketing
2004 : VOL. 38:11-12, p. 1509-1526 |
| Index terms: | Advertising Attitudes Consumer behaviour |
| Freeterms: | Celebrities Product endorsement Social attitudes |
| Language: | eng |
| Abstract: | The paper examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product. The resulting model indicated that product attitudes were predicted by inferences about endorser's liking for the product and by attitudes toward the endorser. |
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