International Journal of Interdisciplinary Research
From: The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
Items | Factor loading | Reliability | Variance extracted (%) |
---|---|---|---|
Celebrity-brand congruence | .99 | 97.04 | |
Good fit | .99 | ||
Compatible | .99 | ||
Congruent | .98 | ||
Make sense | .98 | ||
Publicity | .96 | 93.53 | |
News is negative aspect of SJP | .97 | ||
News is negative publicity | .97 | ||
SJP is surrounded by negative publicity | .96 | ||
Attitudes toward the celebrity | .97 | 90.66 | |
Pleasant | .97 | ||
Likable | .95 | ||
Good | .97 | ||
Favorable | .97 | ||
Wise | .90 | ||
Attitudes toward the brand | .97 | 87.63 | |
Pleasant | .95 | ||
Likable | .96 | ||
Interesting | .96 | ||
Good | .95 | ||
Favorable | .94 | ||
Wise | .86 | ||
Buying intention | .97 | 94.42 | |
Likely | .98 | ||
Probable | .97 | ||
Possible | .97 |