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- W2382167931 abstract "The object of this study is to explore the effects of brand origin and celebrity on consumers' attitude toward the brand,product evaluation and purchase intention.This study collects data through the between subjects experiment research method and intercept interview.In the aspect of independence variables,we divided celebrity into three dimensions: American celebrity,Chinese celebrity and Chinese non-celebrity.As regards brand origin,we divided it into two dimensions: Chinese brand and Western brand.The results indicate that brand origin has significant effects on the three dependent variables,and celebrity only has significant effect on consumer's attitude toward the brand.Meanwhile,brand origin and celebrity have significant interaction effect on consumer's attitude toward the brand.Finally,the article points out the marketing applications of the findings." @default.
- W2382167931 created "2016-06-24" @default.
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- W2382167931 date "2008-01-01" @default.
- W2382167931 modified "2023-09-23" @default.
- W2382167931 title "The effects of celebrity and brand origin on Chinese consumers' attitude towards purchase intention" @default.
- W2382167931 hasPublicationYear "2008" @default.
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