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International Journal of Interdisciplinary Research

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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
  1. DV dependent variable