Abstract
The purpose of this research is to examine the mediating role of endorser’s credibility on the relationship between endorser’s attributes and attitude of respondents towards public service advertising effectiveness. The data was observed through a questionnaire in order to study the objectives. Total study 257 respondents were approached and only 200 questionnaires were found suitable. Convenient sampling technique was employed to collect the data in Varanasi city. Factor analysis was used to find the attributes of celebrity endorser which have influence on the credibility of celebrity endorser. Based on the data analysis, through exploratory factor analysis, Attractiveness, Trustworthiness, Similarity and Expertise were found as the main components of celebrity endorser’s attributes. The statistical tool regression analysis was used to study the nature of relationships among the attributes of celebrity endorser, credibility and attitude in relation to public service advertising effectiveness. The mediating effect of celebrity endorser’s credibility on the attitude of respondents towards public service advertising was checked by applying the linear regression. The research ends with the conclusion and managerial implications.
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