Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

Shahzeb Hussain (), T. C. Melewar (), Constantinos-Vasilios Priporas (), Pantea Foroudi () and Waleed Yusef ()
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Shahzeb Hussain: Newcastle Business School, Northumbria University
T. C. Melewar: Middlesex University
Constantinos-Vasilios Priporas: Middlesex University
Pantea Foroudi: Middlesex University
Waleed Yusef: Jubail University College – Male Branch

Corporate Reputation Review, 2021, vol. 24, issue 4, No 6, 247-262

Abstract: Abstract By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups were analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, the aim of this study is to minimize the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method.

Keywords: Celebrity trust; Cognitive and affective dimensions; Advertising credibility; Advertising image; Brand credibility; Brand image; Corporate credibility; Corporate image (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1057/s41299-020-00107-z

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