Test of H2: Regression Results
| Predictors | B | t | p |
|---|---|---|---|
| (a) Dependent Variable: Perceived Celebrity Genuineness (Model 1) | |||
| Celebrity Attitude (X) | 0.90 | 5.20 | <0.001 |
| Celebrity Smile (W) | 0.59 | 2.81 | 0.005 |
| X × W | −0.51 | −2.09 | 0.037 |
| Celebrity-Brand Fit | 0.18 | 3.42 | 0.001 |
| (b) Dependent Variable: Attitude toward the Advertisement (Model 2) | |||
| Perceived Celebrity Genuineness (M) | 0.63 | 10.09 | <0.001 |
| Celebrity Attitude (X) | −0.06 | −0.29 | 0.768 |
| Celebrity Smile (W) | 0.35 | 1.41 | 0.160 |
| X × W | −0.11 | −0.41 | 0.683 |
| Celebrity-Brand Fit | 0.090 | 2.00 | 0.047 |
| (c) Dependent Variable: Purchase Intention (Model 3) | |||
| Perceived Celebrity Genuineness (M) | 0.43 | 5.90 | <0.001 |
| Celebrity Attitude (X) | −0.44 | −1.84 | 0.067 |
| Celebrity Smile (W) | −0.28 | −0.99 | 0.324 |
| X × W | 0.34 | 1.04 | 0.297 |
| Celebrity-Brand Fit | 0.180 | 3.42 | 0.001 |