The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

Abstract

Practices of using celebrities as spokespeople for commercialized products are continuously favoured toward the effort of marketing and positioning. The popularity of celebrity advertising is founded upon advertiser’s belief on message credibility by well-known personalities to achieve greater attention, recall and behavioural intention among consumers. The present study assesses the impact of celebrity credibility on the underlying purchase intention of Malaysian consumers toward the footwear industry, by exploring the mediating role of attitude toward advertisement between celebrity credibility and purchase intention. The influence of endorser’s characteristics and cultures on consumer’s behavioural intention is explained through the applications of the Theory of Identification (Kelman, 1961, 2006) and the Meaning Transfer Model (McCracken, 1989) in this study. Descriptive findings collected from 200 potential consumers have suggested attitude toward advertisement as the catalyst of endorser’s identification, for cultivating dimensions of celebrity credibility (trustworthiness, expertise and attractiveness) into transactional intention. The phenomenon of integration approaches of single phenomenon, with two theoretical perspectives (Mayer & Sparrowe, 2013) is demonstrated in this product marketplace.

Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

“…However, most studies have used source attractiveness and source credibility models to explain the efficacy of celebrity endorsement as the source models factor in the effect of celebrity characteristics on the endorsed product as perceived by the consumers (Chin, Isa, & Alodin, 2019;Ong & Ong, 2015;Trivedi, 2018a).…”

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

“…Attitude is defined as an individual's personal evaluation, emotional feelings, and actions tendency towards affairs, objects, ideas, and behaviours [19]. It acts as a basis to individual's willingness in behaving under a specific manner [65,66]. The concept of attitude has been vastly applied in the marketing context since the 1960s [66].…”

“…It acts as a basis to individual's willingness in behaving under a specific manner [65,66]. The concept of attitude has been vastly applied in the marketing context since the 1960s [66]. Gresham and Shrimp [67] firstly proposed the impact of attitude on behaviour in marketing.…”

Endorser Credibility, Attitude Towards Advertising and Consumers’ Purchase Intention of Beauty Soap

“…Purchase intention is another measure of advertising effectiveness and is often used by studies conducting empirical investigations of consumer behaviour after being exposed to advertising stimuli (Vanwesenbeeck, Walrave & Ponnet, 2017). Recent studies found positive relationship between endorser credibility and purchase intention (Gupta, Nawal & Verma, 2015;Ong & Ong, 2015). Sallam and AbdulWahid (2012) found endorser credibility effect on Yemeni male consumers' attitude towards advertising and purchase intention.…”