PT  - JOURNAL ARTICLE
AU  - Stephen W. Wang
AU  - Angeline Close Scheinbaum
TI  - Enhancing Brand Credibility Via Celebrity Endorsement
AID  - 10.2501/JAR-2017-042
DP  - 2018 Mar 01
TA  - Journal of Advertising Research
PG  - 16--32
VI  - 58
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/58/1/16.short
4100  - http://www.journalofadvertisingresearch.com/content/58/1/16.full
SO  - J Advert Res2018 Mar 01; 58
AB  - 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.