Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise

Journal of Advertising Research. 58 (1), 16-32

39 Pages Posted:

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Stephen Wang

National Taiwan Ocean University (NTOU)

Date Written: 2018

Abstract

Building on source credibility theory, the authors test 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 of at an international airport (n=637). Results of structural equations analyses show that consumers’ perception of a celebrity endorser’s attractiveness and trustworthiness brings a lift in brand attitude, brand credibility, and in turn purchase intention towards endorsed brands. The contribution to source credibility theory is the finding that endorser trustworthiness is the only component of source credibility that is 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.

Keywords: Source credibility theory, consumer psychology, sponsorship, branding, endorsement, celebrity, brand credibility, airline industry, trust, marketing, structural equation modeling

Suggested Citation

Scheinbaum, Angeline Close and Wang, Stephen, Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise (2018). Journal of Advertising Research. 58 (1), 16-32. Available at SSRN: https://ssrn.com/abstract=

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Stephen Wang

National Taiwan Ocean University (NTOU) ( email )

2 Pei-Ning Road
Keelung, Taiwan, 20224
China

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