English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Plus monthly

Global: Zendy Tools annual

Global: Zendy Tools monthly

Global: Zendy Free Plan

The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats. Questionnaires were administered on a sample of 79 respondents. The data were analyzed using proportion test and Structural Equation Modeling analysis. The results suggest there were no significant differences in consumer perceptions and attitudes in single and multiple celebrity endorsements. Credible celebrities were proven to have direct effects on positive attitude towards endorsements and purchase intention, but the impacts were inconsistent in influcencing the attitude towards brands. Keywords: celebrity credibility, celebrity endorsement, consumer attitudes, purchase intention

Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram