Celebrity Endorser Credibility

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Recommended: Impact of celebrity endorsement on consumer buying behavior

In additional, credibility refers to the extent to which the source is recognised as having significant knowledge or experienced regarding the product or service advertised to offer an unbiased judgment (Carroll, 2008). If information comes from a credible source, consumers’ attitudes, values and behaviours can be changed through ‘internalisation’ (Khong Kok & You, 2013). Internalisation occurs when consumers allow a source such as someone whom is credible to influence their personal attitudes and beliefs. Therefore, a celebrity endorser has the power to control the value of an advertisement and the credibility level in an advertisement message. The celebrity is also influential to the consumers’ beliefs and attitudinal changes towards a product …show more content…

Hence, celebrity endorsers are considered to be experts in their respective fields (Biswas et al, 2006). Khong Kok & You (2013) found that the expertise of an endorser relays to the validity of claims regarding the product or service, and thus it is considered to be a key factor in elevating the persuasiveness of advertising messages. The expertise of a celebrity offers consumers with more concrete information on the product or service advertised, which will lead to a positive attitude towards the brand (Khong Kok & You, 2013). Furthermore, research on source expertise has suggested that the perceived expertise of a celebrity, for instance, can lead to a positive attitudinal change (Erdogan, 1999). Consequently, consumers’ behavioural and purchase intentions can be developed in a more favourable way towards the product, service and …show more content…

For example, Olympic swimming champion, Michael Phelps lost his deal with Kellogg after the marijuana photo of him was disclosed by the media (Low & Lim, 2012). The case of Tiger Woods’ scandal triggered chaos among the public. Therefore instigating many brands to cut off the endorsement deals with Woods. Woods has lost his sponsorship relationship with several well-known brands such as Accenture, AT&T, Gatorade, among many others which rapidly wrote him off their lists (McCarthy, 2010). As a result, advertisers have decided the inclusion of clauses in their contract that allows the endorsement relationship to be terminated should the endorser engages in a socially unacceptable behaviour. In a nutshell, the brand congruence between the celebrity endorsers and products or service are crucial in developing a firm brand image and stimulate the intention of purchase in the

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