Source Credibility In Celebrity Advertising Research

Celebrity marketing is quickly becoming one of the most popular forms of advertising. Per recent data 20% of all television commercials have a famous person in them. And about 10% of all the money spent on any form of television advertisement use a celebrity to endorse the brand and product (Advertising Age 1987; Sherman 1985). Research has demonstrated that celebrities make advertising products more plausible (Kamins et al. 1989). They also help the consumer with product recall (Friedman and Friedman 1979). Additionally, celebrities aid the identification with the brand (Petty, Cacioppo, and Schumann 1983). The use of celebrities is intended to instill a positive view in the consumer’s mind in regards of the brand (Kamins et al. 1989), this helps bring life into a product and give it it’s very own personality (McCracken, 1989). Since here are more and more brands investing highly in these celebrity endorsements the question that now must be asked is if it is worth it and persuades consumer purchase intention.
Source Credibility Model
Source credibility is defined as the believability of the endorser, spokesperson, or individual in an advertisement. Credibility is important in creating effective advertisements, this can be especially important in purchasing athletic footwear because they are a highly-involved product that consumers will keep for
There are also studies that show that certain organizations garner more credibility than others. The kinds of organizations consist of non-profits, government organizations, and businesses that focus on social issues (Lirtzman and Shuv-Ami, 1986; Haley and Wilkinson, 1994). Also, if the endorser can show their professional credentials that also helps improve source credibility in the consumer’s eyes (Tripp,