Celebrity Credibility: The Effects of Multiple Product Endorsements

Abstract

This study addresses the common advertising technique of celebrity endorsements. An exploration into its theoretical and empirical support reveals a practice where much money is spent without much guidance. For this reason, this study seeks to identify some of the elements of endorsement advertising as well as contributing factors for greater success of these types of campaigns. An overview of popular journalism and academic research identifies some common themes between the two. What is found to be lacking is primarily empirical support in both contexts. This study provides such support while also identifying the three most important characteristics of endorser credibility: attractiveness, trustworthiness, and expertise. In addition, the effects of multiple product endorsements on the credibility levels of three celebrities is also examined. The subjects in this study recorded their opinions regarding_ the credibility levels of the three celebrities through the use of the Ohanian scale which measures attractiveness, trustworthiness, and expertise. After viewing the celebrities endorse a number of products, viewer responses indicate that a key element contributes to higher credibility opinions in an endorsement context: celebrity/product matchup.