%0 Journal Article
	%A Chia-Ching Tsai
	%D 2012
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 66, 2012
	%T The Conditioning Effect on Celebrity Multiple Endorsements
	%U https://publications.waset.org/pdf/9818
	%V 66
	%X 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.
	%P 1421 - 1425