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International Journal of Interdisciplinary Research

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Table 4 Celebrity-brand congruence/publicity and attitude toward the brand

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 brand 102 .446 41.014    .000***
Celebrity-brand congruence     .598 8.088 .000***
Publicity     − .250 − 3.375 .001**
  1. DV dependent variable