ESKISEHIR OSMANGAZI UNIVERSITESI IIBF DERGISI-ESKISEHIR OSMANGAZI UNIVERSITY JOURNAL OF ECONOMICS AND ADMINISTRATIVE SCIENCES, vol.15, no.2, pp.603-623, 2020 (ESCI)
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.