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International Journal of Interdisciplinary Research

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Table 3 Celebrity-brand congruence/publicity and attitude toward the celebrity

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

  Df R 2 F Β t-value Sig
DV: attitude toward the celebrity 102 .526 56.487    .000***
Celebrity-brand congruence     .381 5.560 .000***
Publicity     − .586 − 8.554 .000***
  1. DV dependent variable