What is Beautiful is Good: An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements
Series: . 8 ; 48Publication details: 2018-09-05Description: 13Subject(s): In: INDIAN JOURNAL OF MARKETINGSummary: "The Studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristics that is widely studied by researchers in the field of marketing. However, still literature failed to explain how attractiveness of celebrity endorsers influenced purchase intentions. The study also evaluated the moderating efect of respondents gender using chi-square analysis, which found no significant model difference among male and female respondents. These findings indicated that celebrity attraciveness created purchase intention in a mediated manner among the respondents irrespective of their gender."| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0816 |
"The Studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristics that is widely studied by researchers in the field of marketing. However, still literature failed to explain how attractiveness of celebrity endorsers influenced purchase intentions. The study also evaluated the moderating efect of respondents gender using chi-square analysis, which found no significant model difference among male and female respondents. These findings indicated that celebrity attraciveness created purchase intention in a mediated manner among the respondents irrespective of their gender."
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