International Journal of Interdisciplinary Research
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** |