alexa The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Ohanian Roobina

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Examined the use of celebrity spokespeople in advertising, focusing on 3 dimensions of source credibility: attractiveness, trustworthiness, and expertise. Two pilot studies were conducted with 78 college students to compile a list of 4 celebrities and products that would be appropriate for them to endorse. From this information, 4 questionnaires were developed. 542 respondents (aged 18–73 yrs) completed 1 questionnaire. In each case, Ss evaluated celebrities to be significantly different from each other with respect to the 3 dimensions studied. Ss' gender and age had no significant effect on their intention to purchase or on how they evaluated celebrities' credibility. Only the perceived expertise of celebrities significantly explained Ss' intentions to purchase, regardless of whether the product was for personal use or for gift-giving.

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This article was published in Journal of Advertising Research and referenced in Journal of Mass Communication & Journalism

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