 Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sectorStephen W. Wang, Grace Hsiu-Ying Kao and Waros Ngamsiriudom Journal of Air Transport Management, 2017, vol. 60, issue C, 10-17 Abstract: To achieve product differentiation, airlines spend millions of dollars annually in signing celebrities to endorse their brands’ endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of air transportation services provided by airlines that adopt a celebrity endorsement strategy. Meanwhile, endorser credibility was tested as a second-order construct of the proposed model. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention. Keywords: Celebrity endorsement; Source credibility; Product differentiation; Brand; Intention; Airline (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:60:y:2017:i:c:p:10-17 DOI: 10.1016/j.jairtraman.2016.12.007 Access Statistics for this article Journal of Air Transport Management is currently edited by Anne Graham More articles in Journal of Air Transport Management from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.