RT Journal Article SR Electronic T1 Enhancing Brand Credibility Via Celebrity Endorsement JF Journal of Advertising Research JO J Advert Res FD WARC SP 16 OP 32 DO 10.2501/JAR-2017-042 VO 58 IS 1 A1 Stephen W. Wang A1 Angeline Close Scheinbaum YR 2018 UL http://www.journalofadvertisingresearch.com/content/58/1/16.abstract 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.