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标题：Celebrity Entrepreneur Endorsement and Advertising Effectiveness
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作者：Mazzini Muda ; Mazzini Muda ; Rosidah Musa 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：130
页码：11-20
DOI：10.1016/j.sbspro.2014.04.002
语种：English
出版社：Elsevier
摘要：AbstractCelebrity endorsement in advertising is a popular strategy worldwide. Celebrities are hired because they are perceived to be more credible endorser of products compared to non-celebrities. Increasingly, celebrities start to engage in business not just as endorsers but also with a financial stake and decision-making role in the business. Despite being extensively reported in popular media, the role of celebrity entrepreneur-cum-endorser in advertising effectiveness literature is almost ignored. To address this gap, this study is undertaken to develop, test and validate a model that could explain the effects of celebrity entrepreneur endorsement on advertising effectiveness. The research hypothesizes that celebrity credibility (comprising of attractiveness, trustworthiness and expertise) and advertisement credibility will positively affect three traditional measures of advertising effectiveness –attitude toward the advertisement, attitude toward the brand and purchase intention. A self-administered questionnaire with a stimulus advertisement featuring Dato’ Siti Nurhaliza as the endorser of her own skincare label, SimplySiti, was filled up by 542 female respondents. Data were analyzed using Structural Equation Modeling. The findings revealed that both, celebrity credibility and advertisement credibility had positive impact on attitude toward the advertisement and attitude toward the brand. Moreover, the impact of consumers’ perceived credibility on purchase intention was mediated by their attitudes Theoretical and managerial implications, as well as future research directions are suggested.
关键词：celebrity endorser;celebrity entrepreneur;source credibility;advertising effectiveness