The Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Advertising and Purchase Intention

DOĞAN S., ERDOĞAN B. Z.

ESKISEHIR OSMANGAZI UNIVERSITESI IIBF DERGISI-ESKISEHIR OSMANGAZI UNIVERSITY JOURNAL OF ECONOMICS AND ADMINISTRATIVE SCIENCES, cilt.15, sa.2, ss.603-623, 2020 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 15 Sayı: 2
  • Basım Tarihi: 2020
  • Dergi Adı: ESKISEHIR OSMANGAZI UNIVERSITESI IIBF DERGISI-ESKISEHIR OSMANGAZI UNIVERSITY JOURNAL OF ECONOMICS AND ADMINISTRATIVE SCIENCES
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.603-623
  • Anahtar Kelimeler: Celebrity Endorsement, Celebrity-Product Match-Up, Wishful Identification, Similarity Identification, Moderating Role, PHYSICAL ATTRACTIVENESS, WISHFUL IDENTIFICATION, PERCEIVED SIMILARITY, CONSUMERS INTENTION, SOURCE CREDIBILITY, YOUNG-ADULTS, SELF-CONCEPT, ENDORSER, IMPACT, MODELS
  • Anadolu Üniversitesi Adresli: Evet

Özet

In 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.