The moderating impact of celebrity endorsement on the relationship between the consumers' perceptions of brand, and their attitudes toward its extensions
العناوين الأخرى
الأثر المعدل لمصادقة المشاهير على العلاقة بين إدراك المستهلكين للعلامة التجارية و اتجاهاتهم نحو امتدادها
المؤلف
المصدر
Tishreen University Journal for Research and Scientific Studies : Economic and Legal Sciences Series
العدد
المجلد 38، العدد 6 (31 ديسمبر/كانون الأول 2016)، ص ص. 401-493، 93ص.
الناشر
تاريخ النشر
2016-12-31
دولة النشر
سوريا
عدد الصفحات
93
التخصصات الرئيسية
العلوم الاقتصادية والمالية وإدارة الأعمال (متداخلة التخصصات)
الملخص EN
survey was conducted on 220 students in the major Syrian universities in August 2016in order to examine the moderating impact of celebrity endorsement on the relation between parent brand equity, trust, perceived quality and customers' attitudes toward brand extensions.
One hundred and ten students were asked to evaluate a chosen brand in terms of its equity, quality, and trust, then they were exposed to three ads offactitious extensions (low, medium, and high fit between the parent brand and the extensions) thereafter, their attitudes to the extensions were measured.
The previous scenario was repeated with the endorsement of selected celebrities.Testing the moderating impact shows when the fit was low and moderate, the use of credible celebrities as endorsers has increased the impact of parent brand trust, perceived quality, and equity in customers' attitude toward extensions. The current research may represent one of the first efforts in marketing literature to explain the moderating impact of endorsement.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
al-Khidr, Muhammad. 2016. The moderating impact of celebrity endorsement on the relationship between the consumers' perceptions of brand, and their attitudes toward its extensions. Tishreen University Journal for Research and Scientific Studies : Economic and Legal Sciences Series،Vol. 38, no. 6, pp.401-493.
https://search.emarefa.net/detail/BIM-827225
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
al-Khidr, Muhammad. The moderating impact of celebrity endorsement on the relationship between the consumers' perceptions of brand, and their attitudes toward its extensions. Tishreen University Journal for Research and Scientific Studies : Economic and Legal Sciences Series Vol. 38, no. 6 (2016), pp.401-493.
https://search.emarefa.net/detail/BIM-827225
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
al-Khidr, Muhammad. The moderating impact of celebrity endorsement on the relationship between the consumers' perceptions of brand, and their attitudes toward its extensions. Tishreen University Journal for Research and Scientific Studies : Economic and Legal Sciences Series. 2016. Vol. 38, no. 6, pp.401-493.
https://search.emarefa.net/detail/BIM-827225
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
رقم السجل
BIM-827225
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر