IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v7y2015i4p55-63.html
   My bibliography  Save this article

The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

Author

Listed:
  • Zu Qian ONG

Abstract

Practices of using celebrities as spokespeople for commercialized products are continuously favoured toward the effort of marketing and positioning. The popularity of celebrity advertising is founded upon advertiser’s belief on message credibility by well-known personalities to achieve greater attention, recall and behavioural intention among consumers. The present study assesses the impact of celebrity credibility on the underlying purchase intention of Malaysian consumers toward the footwear industry, by exploring the mediating role of attitude toward advertisement between celebrity credibility and purchase intention. The influence of endorser’s characteristics and cultures on consumer’s behavioural intention is explained through the applications of the Theory of Identification (Kelman, 1961, 2006) and the Meaning Transfer Model (McCracken, 1989) in this study. Descriptive findings collected from 200 potential consumers have suggested attitude toward advertisement as the catalyst of endorser’s identification, for cultivating dimensions of celebrity credibility (trustworthiness, expertise and attractiveness) into transactional intention. The phenomenon of integration approaches of single phenomenon, with two theoretical perspectives (Mayer & Sparrowe, 2013) is demonstrated in this product marketplace.

Suggested Citation

  • Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
  • Handle: RePEc:rnd:arimbr:v:7:y:2015:i:4:p:55-63
    DOI: 10.22610/imbr.v7i4.1163
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/1163/1163
    Download Restriction: no

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/1163
    Download Restriction: no

    File URL: https://libkey.io/10.22610/imbr.v7i4.1163?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rossiter, John R. & Smidts, Ale, 2012. "Print advertising: Celebrity presenters," Journal of Business Research, Elsevier, vol. 65(6), pages 874-879.
    2. Alex Wang & Carolyn Lin, 2011. "Effects of content class with endorsement and information relevancy on purchase intention," Management Research Review, Emerald Group Publishing Limited, vol. 34(4), pages 417-435, March.
    3. Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    4. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    5. Lewisch, Peter, 2003. "A theory of identification," International Review of Law and Economics, Elsevier, vol. 23(4), pages 439-451, December.
    6. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ravindra Dissanayake, 2021. "Influence of Celebrity Credibility on Brand Community Commitment towards Disaster Management Programs in Sri Lanka," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(11), pages 1-35, July.
    2. Moldovan Răzvan A. & Ciornea Raluca, 2019. "The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.
    3. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    2. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    3. El Hedhli, Kamel & Zourrig, Haithem & Becheur, Imene, 2021. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    5. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Jiayu Zhou & Yerin Yhee & Eunmi Kim & Jin-Young Kim & Chulmo Koo, 2021. "Sustainable Tourism Cities: Linking Idol Attachment to Sense of Place," Sustainability, MDPI, vol. 13(5), pages 1-21, March.
    7. Gong, Heming & Bian, Xuemei & Zheng, Chundong, 2024. "Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Tijo Thomas & Johney Johnson, 2017. "The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit," Vision, , vol. 21(4), pages 367-374, December.
    9. Dwivedi, Abhishek & Johnson, Lester W., 2013. "Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context," Australasian marketing journal, Elsevier, vol. 21(1), pages 36-42.
    10. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    11. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    12. Saldanha, Natalya & Mulye, Rajendra & Rahman, Kaleel, 2018. "Who is the attached endorser? An examination of the attachment-endorsement spectrum," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 242-250.
    13. Constanza Cespedes-Dominguez & Cristobal Fernandez-Robin & Scott McCoy, 2021. "The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    14. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    15. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    16. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    17. Pallavi Dogra & Rishi Raj Sharma, 2019. "Modelling the Effects of Financial Services Advertising on Financial Product Purchase: An Empirical Validation," Vision, , vol. 23(4), pages 418-431, December.
    18. Mahdavi Mehdi & Barbosa Belem & Oliveira Zaíla & Chkoniya Valentina, 2019. "Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase," Management & Marketing, Sciendo, vol. 14(3), pages 304-317, September.
    19. Dennis, Charles & Papagiannidis, Savvas & Alamanos, Eleftherios & Bourlakis, Michael, 2016. "The role of brand attachment strength in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3049-3057.
    20. Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:7:y:2015:i:4:p:55-63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.