Celebrity Endorser Attractiveness, Visual Attention, and Implications For Ad Attitudes and Brand Evaluations: a Replication and Extension

A PLS-SEM analysis based on eye tracking and survey data showed that attitudes toward the ad for print advertisements fully mediated the relationship between evaluations of endorser attractiveness and brand attitudes. Further, visual attention to the endorser influenced endorser attractiveness for one ad and ad attitudes for a second ad.



Citation:

Reto Felix and Adilson Borges (2014) ,"Celebrity Endorser Attractiveness, Visual Attention, and Implications For Ad Attitudes and Brand Evaluations: a Replication and Extension", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 58-59.

Authors

Reto Felix, University of Texas-Pan American, United States
Adilson Borges, Reims Management School, France



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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