International Journal of Interdisciplinary Research
Table 6 Attitude 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 | .612 | 80.592 | .000*** | ||
Attitude toward the celebrity | − .090 | − 1.088 | .279 | |||
Attitude toward the brand | .839 | 10.174 | .000*** |