Celebrity Trustworthiness Research Articles

Impact of Celebrity Endorsement Attributes on Consumer Purchase Intention

This study investigates the influences of celebrity attributes on purchase intention through regression analysis. The purpose of the research is to discern the impacts of celebrity trustworthiness, physical attractiveness, congruence, and familiarity on consumer behavior. The results reveal significant findings regarding the predictors' effects on purchase intention. Notably, celebrity trustworthiness emerges as a robust predictor, while physical attractiveness also exerts a significant influence. In contrast, celebrity congruence exhibits a weaker association. Furthermore, celebrity familiarity emerges as a significant predictor. These findings underscore the differential impacts of various celebrity attributes on purchase intention, emphasizing the pivotal roles of trustworthiness and likeability in shaping consumer behavior. The implications of these results suggest that marketers should carefully consider these attributes when employing celebrity endorsements in marketing strategies.

Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach

Utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this research delved into the behavioral intentions and actual usage of fantasy sports gaming apps. The moderating influence of celebrity trustworthiness and risk propensity is also explored. The proposed hypotheses were tested using responses from a substantial sample of 460 sports fantasy gaming app users. The research deployed a mixed-method approach, combining both covariance-based and partial-least square structural equation modeling tech- niques. The investigation findings revealed an influence on behavioral intentions and actual use. Specifically, performance expectancy, hedonic motivation, habit, and social influence emerged as significant determinants affecting users’ intentions and behaviors. The study indicates a significant moderating role of celebrity trustworthiness on the relationship be- tween performance expectancy, hedonic motivation, habit, and social influence concerning behavioral intentions. Risk propensity moderated the relationship between behavioral inten- tions and actual usage behavior. As a contribution to the expanding literature, the research extended the application of the UTAUT2 framework to the context of sports fantasy gaming apps. The research also provides valuable insights for researchers and professionals associ- ated with sports fantasy gaming apps and future research directions.

Celebrity Endorsment, Kredibilitas, dan Niat Pembelian Kembali Pada First Media

First Media as a broadband internet service provider optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to determine the effect of: (i) celebrity attractiveness on advertising credibility, brand credibility and brand satisfaction; (ii) celebrity trustworthiness on advertising credibility, brand credibility, and brand satisfaction; (iii) celebrity expertise on advertising credibility, brand credibility and brand satisfaction. This research method uses a quantitative approach by distributing questionnaires and involving 200 samples. Structural Equation Model (SEM) is used to determine the effect between constructs in this research model. The results of this study explain that in the case of First Media it is important to maintain the celebrity endorsement marketing strategy in increasing advertising credibility, brand credibility and brand satisfaction. Attractiveness and trust are one of the important factors of credibility. In this model it is known that advertising credibility, brand credibility, and brand satisfaction can be key factors for high repurchase intention.

CELEBRITY ENDORSEMENTS IMPACTS ON BRAND IMAGE: THE CASE STUDY OF FAST-MOVING CONSUMERS GOODS (FMCG) INDUSTRY IN PAKISTAN

The study investigates the endorsements of celebrities in advertising and brands' impacts on the Brand image in the FMCG Sector of Pakistan. Celebrity endorsements are the source or medium through which credible personalities endorsed the brands for customer attraction and it has a significant impact on brand image. Celebrity endorsements are a tool for marketers and advertisers to promote their brands and consider the brand image. The primary research was conducted in FMCG Sector to examine the factors of endorsements of celebrity impacts on Brand image. The Quantitative research was conducted through survey forms filled out by the 385 respondents who are using the FMCGS brand and also watching the Advertising and various endorsements of celebrities. The consumers of FMCG organizations including Nestle and Unilever are being targeted in data collection. The collected response was analyzed based on SPSS Software and reliability testing has performed. After confirming the reliability of the scale and tool correlation an analysis of regression was conducted to estimate the results. The correlation analysis describes there is a significant relationship between Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness with Brand image in FMCG organizations. The regression analysis performed to check the hypothesis and research results reveal that there is a significant relationship and impact of Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness on brand Image in the FMCG industry in Pakistan. The investigation is beneficial for salespersons and publicists to promote brands and endorsed brands with celebrities to enhance brand image and create customer attraction.

Determining the Role of Influencers' Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention.

Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables.

Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth.

The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality, brand credibility on brand equity, including the impact of attitude toward green cosmetics and brand equity on the willingness to purchase green cosmetics among of young Chinese consumers. This study adopted a cross-sectional design and collected quantitative data from 301 respondents using a structured questionnaire, which was distributed online using various social media platforms. It was found that celebrity attractiveness, celebrity trustworthiness, and celebrity cause-fit had a significant impact on the attitudes toward green cosmetic, while brand loyalty, perceived quality, and brand credibility substantially affected brand equity. Moreover, the attitudes toward green cosmetics and brand equity had a strong impact on the willingness to purchase green cosmetics. To increase the sales for green cosmetics, the advertisements for it should have appeal, trustworthiness, and cause-fit celebrities to improve consumers’ attitudes and willingness to purchase green cosmetics. Finding of this study provide a guideline for green cosmetic manufacturers, to direct their resources to enhance brand loyalty, credibility, and perceived quality of the product they produce by highlighting the difference between conventional and green cosmetics.

PERAN ATTITUDE TOWARD THE BRAND SEBAGAI MEDIATOR PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION

Instant noodles are one of the staple foods favored by Indonesians. There are various brands of instant noodles in Indonesia, one of which is Mie Sedaap. Therefore, this study was conducted to find out the effect of celebrity endorsement Choi Siwon on purchase intention through the mediating variable attitude toward the Mie Sedaap Korea Spicy Chicken product. The celebrity endorsement variable consists of celebrity attractiveness, celebrity trustworthiness, celebrity expertise, attitude toward the brand, and purchase intention. In this study, the data were processed and analyzed using Process Macro for SPSS. This study indicates that attitudes towards brand mediation affect celebrity trust and celebrity expertise on purchase intention but do not mediate the effect of celebrity trust on purchase intention.

Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone

Consumers in Malaysia have witnessed the use of smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.

Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

PurposeThe purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent.Design/methodology/approachThis paper has proposed a conceptual model based on the previous relevant studies and conducted a survey of 223 youth respondents from India. Further, structural equation model with the help of AMOS software was used to test the relationship among the proposed constructs.FindingsThis paper has considered advertising puffery and celebrity trustworthiness as exogenous constructs, attitude toward advertising as a mediating construct and purchase intent as an endogenous construct. The results revealed that advertising puffery influenced purchase intent and attitude toward advertising inversely, whereas celebrity trustworthiness positively influenced both purchase intent and attitude toward advertising. Additionally, attitude toward advertising was found to be a significant predictor of the purchase intent. Moreover, attitude toward advertising is found to have significant partial mediation between the constructs, celebrity trustworthiness and purchase intent.Practical implicationThis paper is useful for the marketers of soft drinks and other low-involvement products in India to understand the perceptions of the youth toward advertising with puffery content and celebrity endorser.Originality/valueThis study is a unique attempt to build a framework involving a combination of advertising puffery and celebrity trustworthiness to analyze the mediating effect of attitude toward advertising on the purchase Intent.

The Effect of Endorsers’ Source Credibility on Emotion Towards Youtube’s Advertisement ’ Source Credibility on Emotion

This study examines the effect of endorsers' source credibility on emotion towards youtube's advertisement. We analyze the impact of social media influencer and celebrity's credibility on emotional responses of respondents, namely pleasure and arousal. The data were collected by a survey through google form related to source credibility and S-O-R theory. Three hundred and eighty-five people joined the survey distributed via Google Form. The amount of respondent is 385 people using Lemeshow formula with a Margin of Error 5% and purposive sampling technique. The study used Multivariate Regression Analysis and Independent Sample T-Test. Findings showed that there is a significant effect of social media influencer and celebrity's credibility to emotional pleasure and arousal towards the advertisement. It is also found that social media influencer's expertise influenced stronger on pleasure and arousal than attractiveness and trustworthiness. In the other hand, celebrity's trustworthiness has a stronger impact on emotion pleasure and arousal than attractiveness and expertise. We suggested that future research can also analyze purchase intention because some previous studies stated that emotional response could predict purchase intention.
 Key Word: source credibility, celebrity, social media influencer, emotional responses

The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention

Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage. On the other hand, celebrity match-up has a negative effect on brand image.Finally, brand image has a positive effect on purchase intention

The Outcome of Celebrity Endorser

The purpose of this research was to find out the influence of expertise, attractiveness, trustworthiness and match up congruence whose BTS as Tokopedia’s Endorser towards brand image and purchase intention. The data in this study were use primary data, obtained by distributing 293 questionnaires to customers knows that BTS as Tokopedia’s Endorser. Data anaysis method used was Structural Equation Modelling (SEM) using AMOS 7. Based on the data analysis, it can be concluded that (1)Celebrity expertise has a positive influence on brand image, (2)Celebrity attractiveness has no positive influence on brand image, (3)Celebrity trustworthiness has a positive influence on brand image, (4)Celebrity match-up has no positive influence on brand image, (5)Celebrity expertise has a positive influence on purchase intention, (6)Celebrity attractiveness has no positive influence on purchase intention, (7)Celebrity trustworthiness has no positive influence on purchase intention, (8) Celebrity match-up has a positive influence on purchase intention, (9)Brand image has a positive influence on purchase intention.

Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility


 Purpose: Celebrity endorsement has been investigated in prior studies regarding various behavioural and cognitive aspects about consumer purchasing behaviour, it is not clear whether principles findings in the general celebrity literature can be directly applied to the service context. This study examines the effects of different attributes associated with celebrities on purchasing behaviour of life insurance policy in Sri Lanka.
 Design: The study used a deductive approach and quantitative research design. Data were collected from 150 life insurance policy holders who representing four insurance companies in Sri Lanka. A self-administrated structured questionnaire was used to collect data. The step-wise multiple regression and regression-based path analysis were employed to test the hypotheses.
 Findings: The study finds that celebrity attractiveness, trustworthiness and expertise have significant influence over purchasing behaviour and however the influence is not strong. Further, celebrity trustworthiness has a significant mediating effect on the relationship between celebrity expertise and buying behaviour. 
 Originality: Despite the role of celebrity attributes in influencing the buying behaviour of tangible products, limited studies have been conducted specifically on intangible products and also, the literature is not clear whether principle findings in the general celebrity can be directly applied to the intangible product or service context. This study has addressed that empirical gap.

The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case

This study tests the impact of celebrity endorsement in cause- related marketing (CrM) campaigns, specifically in the non-profit firms in Egypt. This study is based on examining the impact of the five main elements of celebrity endorsement: celebrity attractiveness, celebrity expertise, celebrity trustworthiness, celebrity familiarity and celebrity-cause fit on audience’s attitudes and their behavioral intentions to donate to the firms’ causes. This study relied on quantitative approach, which involves distributing, collecting, and analyzing a large-scale questionnaire survey. Questionnaires were electronically distributed. Data were collected from 390 respondents based on convenience sampling technique and were analyzed using Structural Equation Modelling (SEM), AMOS 22. The findings showed that celebrity attractiveness has the most significant positive direct impact on audience’s attitudes towards CrM campaigns. Moreover, celebrity-cause fit and celebrity trustworthiness have an acceptable level of significant positive direct impact on audience’s attitudes towards CrM campaigns. However, celebrity expertise and celebrity familiarity do not have a significant impact on audience’s attitudes towards CrM campaigns. Findings further indicated that audience’s attitudes have a significant positive direct impact on their behavioral intentions to donate to the firms’ causes. This study contributes on the theoretical level in many ways: by adding to the area of celebrity endorsement in CrM campaigns, particularly in non-profit firms, the field in which there is a lack of research; by combining several social causes that use different types of celebrities in one study; by developing a conceptual framework that links between five main elements of celebrity endorsement, audience’s attitudes and their behavioral intentions to donate to the firms’ causes in Egypt, which recently has witnessed a growing trend of endorsing celebrities in numerous charitable firms. It also provides crucial directions to the marketing specialists about the required elements for an effective use of celebrity endorsement in CrM campaigns, which helps in building positive audience’s attitudes. This may lead to positive behavioral intentions to donate to the firms’ causes.

The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model

The research evaluates the effect of celebrity trustworthiness in creating effective endorsements. The previous research in the field has suggested two competing theories in explaining the influence of celebrity trustworthiness on endorsement effectiveness. This study tries to incorporate this theory for developing a comprehensive model for explaining the effectiveness of celebrity trustworthiness. The article opted cross-validation methodology for evaluating the models. The study selected two advertisements based on a pretest conducted in MG University. The highly recalled female celebrity advertisement formed calibration stage and highly recalled male celebrity advertisement formed validation stage. The calibration stage of the study had 386 respondents and validation stage had 378 respondents. Path analysis, chi-square analysis for model difference and critical ratio analysis for the model difference were employed in the study. The findings of the study suggest that the hybrid model brought statistically significant improvements to the congruence model. The study also found that the trustworthiness was the second highest influencer in case of male celebrity whereas in case of female celebrity, attitude towards brand was second highest influencer. Further the chi-square analysis of group difference showed no significant difference in model among male and female celebrity confirming the robustness of the model.

The Effects of Celebrity Endorsement towards Purchase Intention among Students in One Public University in Malaysia

Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name and it is undeniable celebrity plays a big role in persuading customers. It has become an effective tool to attract customers and helps to create purchase intention among them. Therefore, there are many elements that need to be highlighted in findings the right celebrity to endorse the product. To gain better insight, celebrity attractiveness, celebrity trustworthiness, celebrity expertise and the fit between the celebrity and the endorser are the element tested in the study. The study was conducted to examine the effect of using different celebrity for the same product brand on purchase intention among students. Quantitative method has been employed for this study and survey questionnaire used to collect the data. Questionnaires were collected across faculties at one of the public University in Malaysia and the result of the study indicated only the fit between Celebrity A and the endorsed product associated with purchase among students. Meanwhile, all other independent variables may not lead to purchase intention among students. Recommendation and future study are discussed.

The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

Impact of celebrity endorsement on consumer buying behaviour in beauty soap industry (With special reference to the consumers in North Central Province in Sri Lanka)

All of us are consumers. We consume various product and services to fulfil our daily requirements and every time we have to decide what we buy, how we buy, where and when we buy. There are a large number of factors, which influence consumer buying behaviour. But today the firms and marketers are using celebrity endorsement as a major marketing strategy to affect the consumer buying behaviour. Researcher has been taken celebrity endorsement, attractiveness, expertise and the trust worth to measure whether those factors affect for the consumer buying behaviour or not. Hence the purpose of this research is to study the impact of celebrity endorsement on consumers buying behaviour. Furthermore, this study focuses on examining the perception of consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their Consumer Buying Behaviour. The researcher has identified that there is a huge effect on celebrity endorsement towards the consumer buying behaviour while celebrity trustworthiness, expertise and attractiveness has a positive impact on consumer buying behaviour. Today most of the marketers use celebrity endorsement as a strategy to promote their bands therefore, through this research the researcher’s scope is to understand the consumers mind set towards the FMCG sector due to celebrity endorsement.

Does celebrity endorsement affect customers ’purchase intention? analysis of findings from Delhi and NCR

The present world of marketing has become colourful with advertisements and it becomes an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewer's attention. Companies are signing contracts with celebrities with the hope that their popularity and credibility can attract more customers and therefore celebrity endorsement becomes a universal feature of modern marketing. The present paper investigates the impact of celebrity endorsement on customers buying intention in Delhi and NCR. A sample of 192 customers using FMCG products has been selected for the study. Data have been collected through questionnaires designed on a five point Likert scale. Linear regression has been used as the statistical tool to measure the impact of celebrity endorsement on customer's purchase intention. The study has taken celebrity attractiveness, celebrity trustworthiness, celebrity meaningfulness, celebrity likeability, and celebrity expertise as the dimensions of celebrity endorsement. The analysis of the data revealed that there is a significant impact of celebrity endorsement on the purchase intention of customers using FMCG products in Delhi and NCR.

Consumer values of corporate and celebrity brand associations

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.