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

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  • Hussain, Shahzeb
  • Melewar, T.C.
  • Priporas, Constantinos-Vasilios
  • Foroudi, Pantea
  • Dennis, Charles

Abstract

Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, both directly and based on the moderating variables of age, gender and ethnicity. The research has three objectives: (i) to explore the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility; (ii) to explore the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, based on the moderating effects of consumer demographics; and (iii) to explore the effects of the other constructs on each other. A survey of 625 respondents was conducted in London. The results show that celebrity trust has a positive effect on both advertising credibility and brand credibility, and that these effects are moderated by consumers’ ethnicity, with no effects of age or gender. The significant implications for managers and researchers are highlighted.

Suggested Citation

  • Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    • Handle: RePEc:eee:jbrese:v:109:y:2020:i:c:p:472-488
    DOI: 10.1016/j.jbusres.2019.11.079
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    Cited by:

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    2. Waleed Yousef & Pantea Foroudi & Shahzeb Hussain & Najwa Yousef & T. C. Melewar & Charles Dennis, 2022. "Impact of the Strength of Religious Beliefs on Brand Love in the Islamic Market," Corporate Reputation Review, Palgrave Macmillan, vol. 25(1), pages 1-18, February.
    3. Luyi Qiu & Xiaohua Chen & Timothy J. Lee, 2021. "How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming," Sustainability, MDPI, vol. 13(15), pages 1-16, August.
    4. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.

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