THE FACTORS OF CELEBRITY ENDORSER’S CREDIBILITY

ISSN 0439-755X
CN 11-1911/B

›› 2004, Vol. 36 ›› Issue (03): 365-369.

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THE FACTORS OF CELEBRITY ENDORSER’S CREDIBILITY

Wang Huaiming, Ma Mouchao

(School of Business & Management, Shandong University, Jinan 250100, China) (Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China)

Received:2003-07-16 Revised:1900-01-01 Published:2004-05-30 Online:2004-05-30
Contact: Wang Huaiming

Abstract

Abstract: A questionnaire survey has been made on 601 objects, exploratory and confirmatory factor analysis shows that celebrity endorsers’ credibility is composed of four factors, that is, expertise, attractiveness, moral character and the congruity between the celebrity and the product endorsed.

Key words: celebrity endorser’s credibility, exploratory factor analysis, confirmatory factor analysis, purchase intention

CLC Number:

B849：C93

Wang Huaiming, Ma Mouchao. (2004). THE FACTORS OF CELEBRITY ENDORSER’S CREDIBILITY. , 36(03), 365-369.

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