Abstract: Most researches on celebrity endorsement based on the Source Credibility Model, Source Attractiveness Model, Match-Up Hypothesis and Meaning Transfer Model and concentrated on the endorser’s credibility (including expertise and trustworthiness), attractiveness and congruence. In the investigation of Chinese consumers’ evaluation on celebrity endorsement of the present study, a new factor named as “morality reputation” was found. The influence of this factor on the effectiveness of endorsement was also examined and this influence was mediated by trustworthiness. Identification and internalization can be used to explain why and how the factor has the effect.

Key words: celebrity endorsement, celebrity endorser, morality reputation