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International Journal of Interdisciplinary Research

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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***
  1. DV dependent variable