Ohanian's celebrity endorsers' credibility scale: evaluation and validation in the context of an emerging economy

Sanjaya Singh Gaur, Shalini Pathak Tiwari and Hanoku Bathula

International Journal of Indian Culture and Business Management, 2012, vol. 5, issue 2, 152-161

Abstract: This study is designed to validate Ohanian's (1990) celebrity endorsers' credibility scale in the context of an emerging economy. We used two Indian celebrities as stimuli and collected data from a sample of young Indians who are relatively more susceptible to celebrities' influence. The results support both convergent and discriminant validity for the scale after dropping two of the observed variables. The convergent and discriminant validity of the modified scale was established from a variety of methods, and robust support was found for the same. This study shows that the modified scale can be used in an Indian context as well as in countries similar to India for identifying the most suited celebrity endorser.

Keywords: Roobina Ohanian; celebrity endorsement; celebrities; measurement scales; scale validation; emerging economies; celebrity endorsers; credibility scales; Amitabh Bachchan; Aishwarya Rai; actresses; films; actors; celebrity influence; young people; convergent validity; discriminant validity; observed variables; modified scales; India; Indian culture; business management. (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=45642 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:5:y:2012:i:2:p:152-161

Access Statistics for this article

More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().