Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement-Reference-Cited by-同舟云学术

Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

Published:2022-07-25 Issue:4 Volume:16 Page:663-683
ISSN:1553-118X
Container-title:International Journal of Strategic Communication
language:en
Short-container-title:International Journal of Strategic Communication

Author:

Arora Nilesh¹^ORCID,Prashar Sanjeev²^ORCID,Parsad Chandan³^ORCID,Vijay Sai⁴^ORCID

Affiliation:

1. Professor of Marketing, Chandigarh University, Mohali, India

2. Professor of Marketing, Indian Institute of Management, Raipur, India

3. Indian Institute of Management, Bodh Gaya, Prabandh Vihar, Bodh Gaya, India

4. Marketing, Indian Institute of Management, Ranchi, India

Publisher

Informa UK Limited

Subject

Sociology and Political Science,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/1553118X.2022.2033978

Reference92 articles.

1. Consumer Response to Negative Publicity: The Moderating Role of Commitment

2. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

3. Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression

4. Mediating role of consumer involvement between celebrity endorsement and consumer evaluation: Comparative study of high and low involvement product

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