The DOI matches its Crossref record; 85 of the 85 references it cites were found in a registry or an index.
Enhancing Brand Credibility Via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise
Abstract
ABSTRACT Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement. The empirical context is the global airline industry, with a fitting sample surveyed at an international airport (N = 637). Results of structural equation analyses show that consumers9 perception of a celebrity endorser9s attractiveness and trustworthiness brought a lift in brand attitude, brand credibility, and purchase intention toward endorsed brands. The contribution to source-credibility theory is the finding that endorser trustworthiness was the only component of source credibility that was important to low-involvement consumers. The takeaway for advertisers in this industry is to use attractive celebrity endorsers with a global appeal who are trustworthy to enhance brand credibility.
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Cited by
Masuda, H., Han, S. H., & Lee, J. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.121246 · Cited by 576
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021) · Review of International Business and Strategy · doi:10.1108/ribs-07-2020-0089 · Cited by 311
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-03-2019-2292 · Cited by 298
Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023) · Sustainability · doi:10.3390/su15032744 · Cited by 279
Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021) · Journal of Vacation Marketing · doi:10.1177/1356766721995973 · Cited by 171
Metadata
- Authors
- Wang, S. W., & Scheinbaum, A. C.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2017-11-13
- Volume
- 58
- Issue
- 1
- Pages
- 16-32
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2770599068
- Cited by
- 355
- References
- 85
- FWCI
- 18.32
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
