What is Beautiful is Good: An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements (Record no. 35858)

MARC details
000 -LEADER
fixed length control field 01325nam a2200217Ia 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 210223s9999 xx 00 und d
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Johney Johnson
9 (RLIN) 211
245 ## - TITLE STATEMENT
Title What is Beautiful is Good: An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Date of publication, distribution, etc. 2018-09-05
300 ## - PHYSICAL DESCRIPTION
Extent 13
440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE
Name of part/section of a work 8
Volume/sequential designation 48
9 (RLIN) 213
520 ## - SUMMARY, ETC.
Summary, etc. "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."
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Advertising
9 (RLIN) 212
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Advertising
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Attitude towards brand.
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Purchase intention
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Celebrity endorsement
773 ## - HOST ITEM ENTRY
Title INDIAN JOURNAL OF MARKETING
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Tijo Thomas
9 (RLIN) 214
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Article
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Total Checkouts Barcode Date last seen Price effective from Koha item type
        St. Francis Institute of Management and Research St. Francis Institute of Management and Research 02/24/2021   AR0816 02/24/2021 02/24/2021 Article