TY - JOUR T1 - Trustworthiness Trumps Attractiveness and Expertise JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2017-042 SP - JAR-2017-042 AU - Stephen W. Wang AU - Angeline Close Scheinbaum Y1 - 2017/11/13 UR - http://www.journalofadvertisingresearch.com/content/early/2017/11/09/JAR-2017-042.abstract N2 - 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. ER -