International Journal of Interdisciplinary Research
Table 5 Celebrity-brand congruence/publicity and buying intention
From: The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
Df | R 2 | F | Β | t-value | Sig | |
|---|---|---|---|---|---|---|
DV: buying intention | 102 | .370 | 29.904 | .000*** | ||
Celebrity-brand congruence | .583 | 7.383 | .000*** | |||
Publicity | − .131 | − 1.666 | .099 |