A Study Conducted by Roobina Ohanian About Consumers' Perceptions of Celebrity

question 99

Multiple Choice

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

• A)expertise.
• B)attractiveness.
• C)trustworthiness.
• D)similarity.
• E)likability.

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Definitions:

Senior Manager

A high-level executive responsible for overseeing the operation of a department or organization, contributing to strategy and policy making.

Frontline Emissary

An individual representing a company or brand, directly interacting with customers and acting as a brand ambassador.

Long-Term Perspective

An approach that focuses on achieving goals and objectives over an extended period, emphasizing sustainability and long-range planning.

Ethical and Legal

Pertaining to actions or decisions that are both morally right and in accordance with laws and regulations.