Female Perceptions of Tv Models Attractiveness and Its Effect on Advertising Likability: an Exploratory Study

This exploratory study aims to examine female’s perception of TV models attractiveness and its effect on advertising likability. A mixed-method was adopted to collect data from 140 respondents in Eastern Europe. The results suggest that the normally attractive models generated a greater degree of positive effect, which have improved advertising likability.



Citation:

Essam Ibrahim, Anel Baimuratova, and Abeer Hassan (2013) ,"Female Perceptions of Tv Models Attractiveness and Its Effect on Advertising Likability: an Exploratory Study", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 342-342.

Authors

Essam Ibrahim, Senior Lecturer in Marketing, Edinburgh University Business School, UK
Anel Baimuratova, Edinburgh University Business School, UK
Abeer Hassan, Lecturer, Univesity of West of Scotland



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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