A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility

Abstract

This study tries to explore the factors contributing to the source credibility of celebrities as brand endorsers and, subsequently, develops a conceptually integrated scale for the same in Indian perspective. To conduct an empirical investigation, a survey is conducted consisting of 432 participants. In this study, exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) has been con-ducted. Exploratory factor analysis resulted in three factors or dimensions. All the indicators are strongly loaded into their respective construct. The Cronbach’s alpha, composite factor reliability and variance extracted measure for validity checks are found to be satisfactory. All pairs of inter-construct correlation are found to be positive and significant. The issue of multicollinearity did not bear a serious threat to the data. Common method effect of Harmen’s one-factor post hoc test result indicates that multidimensional three-factor model fits the data well than the one-factor model. These results are also invariant across different demographic profiles, namely, gender, educational qualification and age.

Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention

“…The present study has pointed out some important aspects of celebrity credibility and its impact on the brand, advertisement and purchase intention for the marketers. The findings of this study suggest that the credibility scale developed by Singh and Banerjee (2018) can be applied for not only selecting a celebrity with credible attributes, but these attributes can further lead to a strong brand attitude and positive advertisement perception which ultimately results in purchase intention. Hence, celebrity plays a major role in building a positive brand and advertisement attitude among consumers.…”

“…The constructs and their items are considered after a careful and meticulous investigation of the multi-item scale of prior studies. The celebrity credibility is measured by the three-factor model of Singh and Banerjee (2018) with a reported Cronbach’s alpha of 0.902 for honourable, 0.892 for exquisite personality and 0.873 for dignified image. Attitude towards the brand is measured using the scale developed by Sengupta and Johar (2002).…”

“…The first part of the questionnaire was used for assembling information related to demographics. The second part of the questionnaire was used for collecting information related to the celebrity credibility scale developed by Singh and Banerjee (2018). The third part of the questionnaire was used for collecting information related to the attitude towards the brand, attitude towards advertisement and purchase intention.…”

“…Moreover, celebrity status is a double-edged sword (Cho, Arthurs, Townsend, Miller, & Barden, 2016) and selection of credible celebrity is an important task; any mismatch results in negative consequences for the endorsed brand (Knoll & Matthes, 2016). In the present study, these three imperative constructs are considered and tested with the celebrity credibility scale created by Singh and Banerjee (2018). The scale is developed with the addition of items based on present cultural and psychometric properties with tested reliability and validity.…”

Mediating Role of Consumer Involvement between Celebrity Endorsement and Consumer Evaluation: Comparative Study of High and Low Involvement Product

“…Celebrities engaged by marketers to lend their persona to a brand have been found to produce more positive responses toward ad and better buying intentions than a noncelebrity endorser (Atkin & Block, 1983). According to Singh and Banerjee (2018), celebrity trustworthiness has a significant influence on consumers' attitude towards the brand, advertisement, and purchase intention.…”