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dc.contributor.authorDogan, Semra
dc.contributor.authorErdogan, B. Zafer
dc.date.accessioned2020-07-09T20:58:38Z
dc.date.available2020-07-09T20:58:38Z
dc.date.issued2020
dc.identifier.issn1306-6730
dc.identifier.urihttps://hdl.handle.net/11421/23923
dc.descriptionWOS: 000522788700011en_US
dc.description.abstractIn this study, the moderator role of perceived match-up between the celebrity and the product on the effect of identification on the attitude towads ad and purchase intention was examined. the research model was tested on the sample collected from 513 participants over the age of 18 on Facebook. Analyzes carried out using SPSS and AMOS indicated that wishful identification has an effect on attitudes towards advertising, while the perception of similarity based on belief, attitude, value like criteria has no effect on the any of the variables. It has also been revealed that the most of the coefficients significantly increased in the high celebrity-product match-up condition. Attitude towards the brand is also the main indicator in the purchase intent.en_US
dc.language.isoturen_US
dc.publisherEskisehir Osmangazi Univ, Fac Educationen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectCelebrity Endorsementen_US
dc.subjectCelebrity-Product Match-Upen_US
dc.subjectWishful Identificationen_US
dc.subjectSimilarity Identificationen_US
dc.subjectModerating Roleen_US
dc.titleThe Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Advertising and Purchase Intentionen_US
dc.typearticleen_US
dc.relation.journalEskisehir Osmangazi Universitesi Iibf Dergisi-Eskisehir Osmangazi University Journal of Economics and Administrative Sciencesen_US
dc.contributor.departmentAnadolu Üniversitesien_US
dc.identifier.volume15en_US
dc.identifier.issue2en_US
dc.identifier.startpage603en_US
dc.identifier.endpage623en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US


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