THE INFLUENCE OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR
Keywords:
Celebrity Endorsement, Celebrity Credibility (Expertise and Trustworthiness) and Attractiveness (Likability, Familiarity, and Physical Appeal), Purchase IntentionsAbstract
Celebrity endorsements are a widely used marketing strategy, yet their effectiveness depends heavily on the characteristics of the endorser. Guided by the Source Attributes Model, this study examines the independent and interactive effects of celebrity credibility (expertise and trustworthiness) and attractiveness (likability, familiarity, and physical appeal) on consumer purchase intentions. A 2x2 between-subjects experimental design was conducted with 222 undergraduate participants randomly assigned to one of four advertisement conditions for a fictitious energy drink. Manipulation checks confirmed the successful isolation of credibility and attractiveness levels. ANOVA results revealed significant main effects for both credibility (ηp2 = .28) and attractiveness (ηp2 = .15), with credibility exerting a stronger influence on purchase intention. Critically, a significant interaction effect (ηp2 = .07) indicated that attractiveness enhanced persuasion only when credibility was high; when credibility was low, attractiveness had no significant impact. These findings validate the interdependent nature of source attributes and underscore the primacy of credibility in endorsement effectiveness. For marketing practice, results highlight the strategic importance of selecting endorsers who combine high credibility with high attractiveness to maximize consumer persuasion.
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