A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility (Record no. 49675)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01860nam a2200229 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180424180500.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180424b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Singh, Ramendra Pratap |
| 9 (RLIN) | 31326 |
| 245 ## - TITLE STATEMENT | |
| Title | A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 494-509 P. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | This study tries to explore the factors contributing to the source credibility of celebrities as brand endorsers and, subsequently, develops a conceptually integrated scale for the same in Indian perspective. To conduct an empirical investigation, a survey is conducted consisting of 432 participants. In this study, exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) has been con-ducted. Exploratory factor analysis resulted in three factors or dimensions. All the indicators are strongly loaded into their respective construct. The Cronbach’s alpha, composite factor reliability and variance extracted measure for validity checks are found to be satisfactory. All pairs of inter-construct correlation are found to be positive and significant. The issue of multicollinearity did not bear a serious threat to the data. Common method effect of Harmen’s one-factor post hoc test result indicates that multidimensional three-factor model fits the data well than the one-factor model. These results are also invariant across different demographic profiles, namely, gender, educational qualification and age. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Celebrity |
| Uncontrolled term | confirmatory |
| Uncontrolled term | factor analysis |
| Uncontrolled term | scale development |
| Uncontrolled term | source credibility, |
| Uncontrolled term | validity |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Banerjee, Neelotpaul |
| 9 (RLIN) | 31327 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 70279 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 5558624 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 24/04/2018 | Vol 18, No 2/ 5558624JA15 | 5558624JA15 | 24/04/2018 | 24/04/2018 |