The influence of perceived celebrity endorser credibility on urban women's responses to skincare product advertisement

This paper examines the impact of celebrity endorser credibility on advertising effectiveness. Using the source credibility and source attractiveness models, it investigates how certain characteristics of the source or endorser (attractiveness, trustworthiness and expertise) affect ad attitude, brand attitude and purchase intention - the three traditional measures of advertising effectiveness. The proposed model and hypotheses are tested using a sample of 422 consumers. Results from three multiple regression analyses exemplify two major findings. Firstly, all the three celebrity factors are significant predictors of consumers' attitude toward the ad and secondly the sequential path of attitude toward the ad → attitude toward the brand → purchase intention is confirmed.