What is Beautiful is Good : An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements (Record no. 50843)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01840nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20181213175558.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 181213b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Johnson, Johney |
| 9 (RLIN) | 32762 |
| 245 ## - TITLE STATEMENT | |
| Title | What is Beautiful is Good : An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 24-36 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristic that is widely studied by researchers in the field of marketing. However, still, literature failed to explain how attractiveness of celebrity endorsers influenced purchase intentions. This study tried to fill this gap by modelling the influence of celebrity attractiveness on purchase intention. It also evaluated the effect of respondents' gender on the model. The data collection for the study were carried out during March - June 2017. The study found that the effect of celebrity attractiveness on purchase intention was mediated by celebrity brand fit, attitude towards the advertisement, and attitude towards the brand. The study also evaluated the moderating effect of respondents' gender using chi- square analysis, which found no significant model difference among male and female respondents. These findings indicated that celebrity attractiveness created purchase intention in a mediated manner among the respondents, irrespective of their gender. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Celebrity Endorsement |
| Uncontrolled term | Advertising |
| Uncontrolled term | Purchase Intention |
| Uncontrolled term | Attitude Towards Brand |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Thomas,Tijo |
| 9 (RLIN) | 32763 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 72548 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5559286 |
| Title | INDIAN JOURNAL OF MARKETING |
| 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 | 13/12/2018 | Vol 48, No 8/ 5559286JA2 | 5559286JA2 | 13/12/2018 | 13/12/2018 |