Abstract
Abstract The study focuses on the effectiveness of endorsement strategies in the beauty service industry. We refer an effective endorsement strategy as a strategy where the endorser is perceived as trustful and we assume that trustworthiness leads to an attitudinal or behavioural change. This quantitative research aims to identify the changes in attitude, purchase intention and intention of recommendation based on the perceived credibility derived from three different sources of endorsement - celebrities, experts and typical satisfied consumers. 426 subjects participated on an online survey. Their attitudes and intentions related to the service category were measured before and after they were exposed to an ad layout for one branded service. All the tracked changes were significant, leading endorsement to make positive changes in purchase and recommendation intentions, but negative changes in attitude. Differences between consumers and nonconsumers and between males and females were analysed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Annals of the Alexandru Ioan Cuza University - Economics
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
