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.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 58 Issue 1
