Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/12259
Title: Exploratory study of the measurement scales for the perceived image and advertising effectiveness of celebrity endorsers in a tourism context
Authors: Van, DVR
Song, H 
Keywords: Celebrity endorsement
Confirmatory factor analysis
Destination marketing
Principle components analysis
Issue Date: 2010
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2010, v. 27, no. 5, p. 460-473 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: This article presents an exploratory study of the scales used to measure the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. The respondents are tourists from mainland China who were exposed to manipulated tourism destination advertisements. The results indicate that the dimension of trustworthiness is not as distinct as has been proposed, and the framework was modified accordingly. The revised model achieved an acceptable fit and is deemed appropriate for follow-up studies.
URI: http://hdl.handle.net/10397/12259
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2010.499059
Appears in Collections:Journal/Magazine Article

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