Celebrity Endorsements: The Mediating Role of Attitude Toward the Alliance
2012 (English)Conference paper (Refereed)
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
Advertising effects, celebrity endorsements, mediating variables
IdentifiersURN: urn:nbn:se:su:diva-77464OAI: oai:DiVA.org:su-77464DiVA: diva2:532841
The 11th International Conference on Research in Advertising (ICORIA)