@article{(Open Science Index):https://publications.waset.org/pdf/9818,
	  title     = {The Conditioning Effect on Celebrity Multiple Endorsements},
	  author    = {Chia-Ching Tsai},
	  country	= {},
	  institution	= {},
	  abstract     = {This research adapts experimental design to investigate
the effect of conditioning or not and pre-exposure or not on brand
attitude, so it is a 2×2=4 factorial design. The results show that the
brand attitude of conditioning group is significantly higher than that of
unconditioning group. The brand attitude with pre-exposure is
significantly higher than that without pre-exposure. Conditioning or
not and pre-exposure or not have significant interaction. No matter the
celebrity is pre-exposure or not, the brand attitude is higher under
conditioning process.},
	    journal   = {International Journal of Economics and Management Engineering},
	  volume    = {6},
	  number    = {6},
	  year      = {2012},
	  pages     = {1421 - 1425},
	  ee        = {https://publications.waset.org/pdf/9818},
	  url   	= {https://publications.waset.org/vol/66},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 66, 2012},
	}