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Celebrity Endorsements: The Mediating Role of Attitude Toward the Alliance
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2012 (English)Conference paper, Published paper (Refereed)
Abstract [en]

This paper introduces attitude toward the endorsement as a mediating variable in the relationship between the independent variables attitude toward the celebrity, celebrity-brand fit, and celebrity expertise, and the dependent variable brand attitude. A field experiment with celebrity-brand pairings from real-world campaigns was carried out with young, female consumers as participants. Mediation analyses showed that attitude toward the endorsement mediated the relationship between all three independent variables and brand attitude.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Advertising effects, celebrity endorsements, mediating variables
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-77464OAI: oai:DiVA.org:su-77464DiVA: diva2:532841
Conference
The 11th International Conference on Research in Advertising (ICORIA)
Available from: 2012-06-12 Created: 2012-06-12

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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