The effect of morality reputation on evaluations of celebrity endorser and endorsement: A study of Chinese consumer

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	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
会议名称	会议论文
页码	221-221
会议日期	2004
会议地点	Beijing
摘要	Most 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.
会议主办者	IUPsyS
学科领域	广告与消费心理学
收录类别	SSCI
语种	英语
WOS记录号	WOS:000226118002017
引用统计
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/6015
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 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.