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

Abstract

The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 380 participants. This study tries to explore the influence of celebrity credibility on consumers’ brand attitude and advertisement attitude. Subsequently, the influence of brand attitude and advertisement attitude on consumers’ purchase intention is studied. The study reveals celebrity credibility has a significant influence on consumers’ attitude towards the brand and advertisement, also in the case of purchase intention; both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence. The present study supports the celebrity credibility scale items of Singh and Banerjee (2018). The overall effect of celebrity credibility is positively significant with other constructs; this proves that the scale items are robust and relevant in clarifying celebrity credibility properly.

Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness

“…This study revealed the effects of source credibility such as source attractiveness, expertise, and trustworthiness influence positively consumer attitudes towards ad and brand subsequently purchase intention of cosmetic products. This finding corroborates with previous studies by Chekima & Chekima (2019), Schouten et al, (2020), Singh and Banarjee (2018), Thomas and Johnson (2017), and Muda et al, (2014). These results validated the source credibility from the perspective of social media influencer and its ability to exert a favorable outcome of consumers toward the ad.…”

“…To demote this from occurring, scholars of product differentiation (Schouten et al, 2020;Hannan et al, 1990) prompted that organizations may confront less rivalry by separating themselves from others through big name or influencer underwriting. Besides, it is powerful to utilize endorsers from the dependable source towards buyers which have a bothersome understanding of the item (Schouten et al, 2019;Singh and Banarjee, 2018;Thomas and Johnson, 2017;Daneshvary and Schwer, 2000). Consequently, the tenable source can neutralize these sentiments and have a positive result which is a greater message acceptance (Byrne et al, 2003).…”

“…Furthermore, it is established that endorsers "which are considered attractive will be more likely to lead the consumer purchase intention" (Van Der Waldt et al, 2009). Therefore, the physical appeal of the source could be exploited to heighten the advertisements' effectiveness (Schouten et al, 2020;Singh and Banarjee, 2018;Thomas and Johnson, 2017;Chan et al, 2013). Given the pervasiveness of source credibility on consumer evaluation towards the ad and behavior, this study posits that: H1: social media influencer attractiveness has a positive influence on attitude toward the ad H2: social media influencer attractiveness has a positive influence on attitude toward the ad brand.…”

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

“…[44]. In addition, previous studies proved that attitude toward the brand has a direct effect on purchase intention [18,[45][46][47][48]. In this way, these analyses suggest proposing the following hypothesis: on the environment in the whole process of purchase, use, and disposal [43].…”

Brand awareness as predictors of repurchase intention: Brand attitude as a moderator

“…Brand attitudes enhance purchase intentions among consumers as their motivation gets increased (Mackenzie & Spreng, 1992). The better the attitude towards the brand that is shown by consumers, the higher the level of consumers in purchasing intention (Jung & Seock, 2016;Sallam, MA, & Algammash, FA, 2016;Lee, E. B et al, 2017;Parks, JC , 2018;Yu, M. et al, 2018;de Villiers et al, 2018;Singh & Banerjee, 2018;Fitri, FR, 2018). The greater organizational responsibility will lead to more extreme emotions towards the organization followed by more extreme repurchase intentions with the direction of those who are dependent on customers' positive or negative experiences (Shank & Robinson, 2019).…”