South Asian Journal of Management

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Impact of Celebrity Endorser’s Source Credibility on Attitude Towards Advertisements and Brands


Affiliations
1 S K School of Business Management, MBA Department, HNG University, Patan, Gujarat, India
2 MBA Department, Ganpat University, Mehsana, Gujarat, India
     

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Asian countries advertisements are linked more towards status, celebrity, beauty, modernity and also with the concept of ‘face’ (Schutte and Ciarlante, 1998). In India too, 60% of the advertisement expenditure consists of celebrity endorsements (Saxena, 2008) because celebrity endorser’s credibility is more effective in generating attitudes towards advertisement and brand (Erdogan, 1999). With fewer studies comparing in consumer’s attitude towards advertisement, brand and featuring celebrity endorsement, this study aims to investigate the impact of celebrity endorser’s credibility (trustworthiness, attractiveness and expertise) on attitude towards the advertisement and brand. Questionnaires were administered on a sample of 272 respondents. Correlation analysis was significant, and after that multiple regressions was used to test the impact on brand attitude and attitude towards an advertisement. This study provides a different viewpoint on a much researched, still to be fully ushered celebrity source credibility, and explains how advertising practitioners identify the most appropriate sources for their clients’ brands to be endorsed. The implications of the study-results as well as limitations and possible future research avenues are discussed.
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  • Impact of Celebrity Endorser’s Source Credibility on Attitude Towards Advertisements and Brands

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Authors

Nishith Bhatt
S K School of Business Management, MBA Department, HNG University, Patan, Gujarat, India
Rachita M. Jayswal
MBA Department, Ganpat University, Mehsana, Gujarat, India
Jayesh D. Patel
MBA Department, Ganpat University, Mehsana, Gujarat, India

Abstract


Asian countries advertisements are linked more towards status, celebrity, beauty, modernity and also with the concept of ‘face’ (Schutte and Ciarlante, 1998). In India too, 60% of the advertisement expenditure consists of celebrity endorsements (Saxena, 2008) because celebrity endorser’s credibility is more effective in generating attitudes towards advertisement and brand (Erdogan, 1999). With fewer studies comparing in consumer’s attitude towards advertisement, brand and featuring celebrity endorsement, this study aims to investigate the impact of celebrity endorser’s credibility (trustworthiness, attractiveness and expertise) on attitude towards the advertisement and brand. Questionnaires were administered on a sample of 272 respondents. Correlation analysis was significant, and after that multiple regressions was used to test the impact on brand attitude and attitude towards an advertisement. This study provides a different viewpoint on a much researched, still to be fully ushered celebrity source credibility, and explains how advertising practitioners identify the most appropriate sources for their clients’ brands to be endorsed. The implications of the study-results as well as limitations and possible future research avenues are discussed.