Enhancing Brand Credibility Through Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
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.

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