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The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model

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  • Tijo Thomas
  • Johney Johnson

Abstract

The research evaluates the effect of celebrity trustworthiness in creating effective endorsements. The previous research in the field has suggested two competing theories in explaining the influence of celebrity trustworthiness on endorsement effectiveness. This study tries to incorporate this theory for developing a comprehensive model for explaining the effectiveness of celebrity trustworthiness. The article opted cross-validation methodology for evaluating the models. The study selected two advertisements based on a pretest conducted in MG University. The highly recalled female celebrity advertisement formed calibration stage and highly recalled male celebrity advertisement formed validation stage. The calibration stage of the study had 386 respondents and validation stage had 378 respondents. Path analysis, chi-square analysis for model difference and critical ratio analysis for the model difference were employed in the study. The findings of the study suggest that the hybrid model brought statistically significant improvements to the congruence model. The study also found that the trustworthiness was the second highest influencer in case of male celebrity whereas in case of female celebrity, attitude towards brand was second highest influencer. Further the chi-square analysis of group difference showed no significant difference in model among male and female celebrity confirming the robustness of the model.

Suggested Citation

  • Tijo Thomas & Johney Johnson, 2019. "The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model," Vision, , vol. 23(3), pages 275-286, September.
    • Handle: RePEc:sae:vision:v:23:y:2019:i:3:p:275-286
    DOI: 10.1177/0972262919850922
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    References listed on IDEAS

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    1. Subhadip Roy & Abhijit Guha & Abhijit Biswas, 2015. "Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency," Marketing Letters, Springer, vol. 26(3), pages 363-376, September.
    2. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    3. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
    4. Laure Ambroise & Noel Albert & Pierre Valette-Florence & Gaelle Pantin-Sohier, 2014. "From endorsement to celebrity co-branding: personality transfer," Post-Print hal-02128446, HAL.
    5. L. Ambroise & Gaëlle Pantin-Sohier & Pierre Valette-Florence & N. Albert, 2014. "From endorsement to celebrity co-branding: Personality transfer," Post-Print halshs-01064057, HAL.
    6. Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
    7. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
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    Cited by:

    1. Tijo Thomas & Naveli Singh & K. G. Ambady, 2020. "Effect of Ethnocentrism and Attitude Towards Foreign Brands in Purchase Decision," Vision, , vol. 24(3), pages 320-329, September.

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