The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior

Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R...

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Bibliographic Details
Published in:Fashion and textiles 2019, 6(1), , pp.1-19
Main Authors: Min, Jae Han Jay, Chang, Hyo Jung Julie, Jai, Tun-Min Catherine, Ziegler, Morgan
Format: Article
Language:English
Subjects:
Attitudes
Brand names
Business and Management
Buying
Buying intention
Celebrities
Celebrity-brand congruence
Characterization and Evaluation of Materials
Chemistry
Chemistry and Materials Science
Consumers
Design of experiments
Endorsements
Environment
Life Sciences
Marketing
Millennials
Partnerships
Publicity
Textile Engineering
생활과학
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