PSYCH OpenIR  > 中国科学院心理研究所回溯数据库(1956-2010)
The effect of morality reputation on evaluations of celebrity endorser and endorsement: A study of Chinese consumer
X. Q. Ding; M. C. Ma; H. M. Wang
2004
Conference Name会议论文
Pages221-221
Conference Date2004
Conference PlaceBeijing
AbstractMost researches on celebrity endorsement concentrated on the endorser’s credibility (including expertise and trustworthiness), attractiveness and congruence. In the investigation of Chinese consumers’ evaluation on celebrity endorsement of the present study, a new factor named as “morality reputation” was found. The influence of this factor on the effectiveness of endorsement is also examined: consumers decline the evaluations to the endorsement when the celebrity endorser is thought of immoral. This influence is mediated by trustworthiness.
Funding OrganizationIUPsyS
Subject Area广告与消费心理学
Indexed BySSCI
Language英语
WOS IDWOS:000226118002017
Citation statistics
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/6015
Collection中国科学院心理研究所回溯数据库(1956-2010)
Recommended Citation
GB/T 7714
X. Q. Ding,M. C. Ma,H. M. Wang. The effect of morality reputation on evaluations of celebrity endorser and endorsement: A study of Chinese consumer[C],2004:221-221.
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