• Corpus ID: 149452631

The transference of brand attitude : the effect on the celebrity endorser

  title={The transference of brand attitude : the effect on the celebrity endorser},
  author={Samuel K. Doss},
This paper examines the attitude of a brand and its transference on the celebrity endorsing the product. Past studies of celebrity endorsements have analyzed the effects of the celebrity on the endorsed product but not the reverse transference. This study found that a celebrity’s overall credibility, as well as expertise, is influenced by the perceived attitude toward a branded product. Additionally, a poorly perceived brand may also influence a celebrity’s attractiveness and trustworthiness… 

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