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

MANAGEMENT SLANT

  • 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...