The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes
Abstract
The ability of three advertising cues—third-party product endorsement, brand popularity, and event sponsorship—to affect consumer perceptions with regard to product quality, uniqueness, manufacturer esteem, and corporate citizenship is the focus of this study. A factorial experimental design, with cue level as either present or absent, yields eight cells with a total of 185 respondents. Results suggest significant main effects for both endorsement and sponsorship cues, with endorsement affecting perceived quality, uniqueness, and esteem, and sponsorship affecting only citizenship. The popularity cue lacks a significant main effect. The three cues do not significantly interact with each other.
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The processes of causal attribution.
Kelley, H. H. (1973) · American Psychologist · doi:10.1037/h0034225 · Cited by 4,025
Dion, K., Berscheid, E., & Walster, E. (1972) · Journal of Personality and Social Psychology · doi:10.1037/h0033731 · Cited by 3,865
Petty, R. E., & Cacioppo, J. T. (1984) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.46.1.69 · Cited by 1,727
Cited by
“Thanks for watching”. The effectiveness of YouTube vlogendorsements
Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019) · Computers in Human Behavior · doi:10.1016/j.chb.2018.12.014 · Cited by 253
Why Narrative Ads Work: An Integrated Process Explanation
Kim, E. (., Ratneshwar, S., & Thorson, E. (2017) · Journal of Advertising · doi:10.1080/00913367.2016.1268984 · Cited by 202
Dixon, H., Scully, M., Wakefield, M., Kelly, B., Pettigrew, S., Chapman, K., & Niederdeppe, J. (2018) · BMC Public Health · doi:10.1186/s12889-018-6298-4 · Cited by 41
Metadata
- Authors
- Dean, D. H.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1999-10
- Volume
- 28
- Issue
- 3
- Pages
- 1-12
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2070011002
- Cited by
- 316
- References
- 3
- FWCI
- 6.84
- Type
- journal article
- Language
- en
- Open access
- closed
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- Dean, D. H. (1999). Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Journal of Advertising. https://doi.org/10.1080/00913367.1999.10673585
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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