haku: @author Carlson, L. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Tripp, C. Jensen, T. Carlson, L. |
| Otsikko: | The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions |
| Lehti: | Journal of Consumer Research
1994 : MAR, VOL. 20:4, p. 535-547 |
| Asiasana: | CONSUMER ATTITUDES MULTIPRODUCT COMPANIES RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using print ads as the stimuli, the results revealed that, as the number of products endorsed increases consumers' perceptions of celebrity credibility, celebrity likability and attitude toward the ad becomes less favourable. These results were independent of the number of exposures to the celebrity. |
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