The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions
Abstract
This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using print ads as the stimuli, the results revealed that, as the number of products endorsed increases consumers' perceptions of celebrity credibility, celebrity likability and attitude toward the ad become less favorable. These results were independent of the number of exposures to the celebrity. Study 2 explored underlying attribution processes associated with consumers' perceptions of multiple product endorsers using depth interviews. The findings are discussed from attribution and repetition theory perspectives.
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Cites
An attributional theory of achievement motivation and emotion
Weiner, B. (1985) · Psychological Review · doi:10.1037/0033-295x.92.4.548 · Cited by 7,846
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Mitchell, A. A., & Olson, J. C. (1981) · Journal of Marketing Research · doi:10.2307/3150973 · Cited by 1,472
Cited by
Petty, R. E., Wegener, D. T., & Fabrigar, L. R. (1997) · Annual Review of Psychology · doi:10.1146/annurev.psych.48.1.609 · Cited by 2,290
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2002.11501916 · Cited by 467
Choi, S. M., & Rifon, N. J. (2002) · Journal of Interactive Advertising · doi:10.1080/15252019.2002.10722064 · Cited by 248
Conceptualizing the Evolution and Future of Advertising
Kumar, V., & Gupta, S. (2016) · Journal of Advertising · doi:10.1080/00913367.2016.1199335 · Cited by 209
Ilicic, J., & Webster, C. M. (2011) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2011.07.005 · Cited by 163
Metadata
- Authors
- Tripp, C., Jensen, T. D., & Carlson, L.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1994-03
- Volume
- 20
- Issue
- 4
- Pages
- 535
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1982903403
- Cited by
- 449
- References
- 2
- FWCI
- 3.30
- Type
- journal article
- Language
- en
- Open access
- closed
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