International Journal of Interdisciplinary Research
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*** |