| 000 | 01325nam a2200217Ia 4500 | ||
|---|---|---|---|
| 008 | 210223s9999 xx 00 und d | ||
| 100 |
_aJohney Johnson _9211 |
||
| 520 | _a"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 |
_aAdvertising _9212 |
||
| 654 | _a Advertising | ||
| 654 | _a Attitude towards brand. | ||
| 654 | _a Purchase intention | ||
| 654 | _aCelebrity endorsement | ||
| 773 | _tINDIAN JOURNAL OF MARKETING | ||
| 942 | _cAR | ||
| 245 | _aWhat is Beautiful is Good: An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements | ||
| 260 | _c2018-09-05 | ||
| 300 | _a13 | ||
| 440 |
_p8 _v48 _9213 |
||
| 700 |
_aTijo Thomas _9214 |
||
| 999 |
_c35858 _d35858 |
||