Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Hussain, Shahzeb; Melewar, T.C.; Priporas, Constantinos‐Vasilios; Foroudi, Pantea

doi:10.1016/j.jbusres.2019.11.079

Cited by 99 publications

(100 citation statements)

References 129 publications

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“…Firms use several celebrity attributes to reduce the level of risk, involved in hiring a celebrity, such as an image, familiarity, and match-up between the brand and celebrity, etc., and one of the most important in all of them is celebrity credibility [39]. Celebrity credibility is defined as the extent to which the recipient perceives the source as having relevant knowledge and/or experience, and therefore, trusts the source to give unbiased information [15,34].…”

Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

“…Miller and Basehart [51] and McGinnies and Ward [52] investigated the impact of celebrity credibility on the persuasibility of the communication. Their results showed that when the celebrity endorser was highly credible, there was a positive impact on message persuasiveness and attitude change, while a celebrity endorser with low credibility was considered to be a questionable message source [19,34,52,53].…”

Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

“…Recent research shows that celebrity credibility enhances brand image [30], brand credibility [31], brand equity [32], corporate credibility, and corporate image [33]. Despite these studies, current research shows that very little research work has been done on celebrity credibility [34], luxury brand value, brand awareness, and familiarity, and further their effects on attitudinal and behavioural constructs. To minimise these gaps, a conceptual model based on these relationships is developed.…”

Section: Introductionmentioning

confidence: 97%

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Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

et al. 2019

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Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

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Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 97%

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Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

et al. 2019

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“…One reason for this change is that an increasing number of consumers have begun to perceive influencers as “paid spokespersons” who are mainly interested in making money through advertising. This challenge raises the question of how social media influencers can make consumers perceive them as being more credible, because credibility is generally an important driver of consumers’ perceptions and behaviors (Hussain et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Benefits of matching consumers’ personality: Creating perceived trustworthiness via actual self‐congruence and perceived competence via ideal self‐congruence

Zogaj

Tscheulin

Olk

2020

Psychology and Marketing

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Endorsers such as social media influencers who aim to match consumers’ personality to strengthen their credibility must consider that actual self‐congruence and ideal self‐congruence have different effects on the main dimensions of credibility: perceived trustworthiness and perceived competence. In our study, we conceptually argue that actual self‐congruence is associated more strongly with a closer psychological distance and, in turn, with trustworthy information, and we empirically show that perceived trustworthiness solely mediates the effect of actual self‐congruence on consumer behavior. Subsequently, we conceptually argue that ideal self‐congruence is more strongly related to ideal skills and therefore should be more strongly related to perceived competence, and we empirically demonstrate that perceived competence solely mediates the effect of ideal self‐congruence on consumer behavior. Our findings explain the mechanism behind the effects of actual and ideal self‐congruence and demonstrate important differences in authentic and aspirational marketing strategies with regard to creating the perception of trustworthiness and competence via social media influencers.

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“…Este concepto de credibilidad tiene una relación lógica con el concepto de confianza en la marca y del riesgo percibido, ya que, donde exista una baja credibilidad percibida aumentará la sensación de riesgo por parte de los consumidores y como resulta lógico, lo que interesa es aumentar la confianza en la marca para disminuir ese riesgo percibido . Siguiendo con el papel de la confianza en relación a otras variables, este aspecto ha sido relacionado con variables como la credibilidad de la publicidad y la credibilidad corporativa (Hussain et al, 2020) con variables tradicionales en el entorno de los servicios deportivos como son la calidad percibida, el valor percibido y la satisfacción como mediador entre la responsabilidad social corporativa y la lealtad (Khan & Fatma, 2019) y entre la satisfacción con el servicio y la lealtad de los usuarios hacia él (Choi & La, 2013) así como entre la calidad percibida y la satisfacción (Gummerus et al, 2004;).…”

Section: Discussionunclassified

Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

Jiménez¹

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In this doctoral thesis 3 studies have been carried out related to brand perception in the field of sports services. Brand perception is an element of interest due to the influences of how we perceive brands in our behaviour as consumers, but the analysis of these aspects is practically non-existent in the field of sports services. If we know how a brand is perceived and how it relates to consumer behaviour, not only will we be able to better understand the needs that users may have, but we will also be able to predict their behaviour as consumers, which allows us to create more specific strategies for each user profile so that they are more effective and require less expenditure of resources. In Study 1 the aim of study 1 is to test the influence that the perceived quality of a service brand has on the credibility that users perceive of it and the attitudes that they generate towards that brand. The study will then determine whether the previously mentioned variables have a significant influence on loyalty and recommendation levels and, if so, to what extent. Study 2 seeks to introduce trust and congruence into the classical service model formed by the variables of quality, value and satisfaction, in order to check through hierarchical regression models (HRM), whether the predictive capacity of the models that try to explain the perceived value, satisfaction and future intentions, improves significantly with the inclusion of these variables, compared to the classical model. A comparative qualitative analysis (QCA) is then carried out to find out if there are Abstract 46 variables needed to reach the expected result and which are sufficient interactions to best explain these results of interest.

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Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Cited by 99 publications

References 129 publications

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Benefits of matching consumers’ personality: Creating perceived trustworthiness via actual self‐congruence and perceived competence via ideal self‐congruence

Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

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