Journal ArticleDOI
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
TLDR
The authors developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness of celebrity endorsers, which was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested.Abstract:
The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.read more
Citations
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Journal ArticleDOI
The influence of online product recommendations on consumers' online choices
Sylvain Sénécal,Jacques Nantel +1 more
TL;DR: In this article, the authors investigated consumers' usage of online recommendation sources and their influence on online product choices and found that consumers who consulted product recommendations selected recommended products twice as often as subjects who did not consult recommendations.
Journal ArticleDOI
Celebrity Endorsement: A Literature Review
TL;DR: In this paper, the authors explore variables which may be considered in any celebrity selection process by drawing together strands from various literature, and explore how to select and retain the "right" celebrity among many competing alternatives, while avoiding potential pitfalls.
Journal ArticleDOI
The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands
TL;DR: In this paper, the authors assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward the brand, and purchase intentions.
Journal ArticleDOI
The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs
Brian D. Till,Michael Busler +1 more
TL;DR: In this paper, the role of attractiveness and expertise in the match-up hypothesis was examined in a 2 × 2 experiment, where the athlete was most effective as an endorser for the energy bar in increasing brand attitude but not purchase intent.
Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
TL;DR: In this paper, preliminary research involves preliminary research to understand the mechanism by which influencer marketing affects the effectiveness of influencer campaigns, and the results show that the effect of influencers' marketing on the performance of online advertising has been studied.
References
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Journal ArticleDOI
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Book
The Measurement of Meaning
TL;DR: In this article, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential, which can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science.
Book
Marketing Research: Methodological Foundations
TL;DR: In this paper, the six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research, which may be used for both upper-division undergraduate and graduate level courses.