Wang and Scheinbaum


  • In airline-industry advertising, consumer trustworthiness of a celebrity endorser influences brand credibility for the brand the celebrity endorsed.
  • Endorser trustworthiness is the only component of source credibility theory that is important to airline consumers who are not highly involved with airline travel.
  • Endorser attractiveness is an important factor to consumers who are involved highly.
  • Regardless of involvement, airline consumers’ perception of a celebrity endorser’s attractiveness and trustworthiness lifts attitude and perception of credibility toward the endorsed brand, which leads to purchase intention.