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Enhancing Brand Credibility Via Celebrity Endorsement

Trustworthiness Trumps Attractiveness and Expertise

Stephen W. Wang, Angeline Close Scheinbaum
DOI: 10.2501/JAR-2017-042 Published 1 March 2018
Stephen W. Wang
National Taiwan Ocean University,
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  • For correspondence: stephen@mail.ntou.edu.tw
Angeline Close Scheinbaum
University of Texas at Austin,
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  • For correspondence: angeline@austin.utexas.edu
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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 consumers' perception of a celebrity endorser's 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.

  • Received (in revised form) October 29, 2016.
  • Accepted November 4, 2016.
  • Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 1

Journal of Advertising Research: 58 (1)
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Enhancing Brand Credibility Via Celebrity Endorsement
Stephen W. Wang, Angeline Close Scheinbaum
Journal of Advertising Research Mar 2018, 58 (1) 16-32; DOI: 10.2501/JAR-2017-042

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Enhancing Brand Credibility Via Celebrity Endorsement
Stephen W. Wang, Angeline Close Scheinbaum
Journal of Advertising Research Mar 2018, 58 (1) 16-32; DOI: 10.2501/JAR-2017-042
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    • APPENDIX Examples of Celebrity Endorsement in International Airline Advertising
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More in this TOC Section

  • The Market Value Of Celebrity Endorsement
  • How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers
Show more What We Know About Celebrity Endorsement in Advertising

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