publication . Article . 2014

Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey

Sertoglu, Aysegul Ermec; Catlı, Ozlem; Korkmaz, Sezer;
Open Access
  • Published: 01 Mar 2014 Journal: Cilt: 4 Sayı: 1 (issn: 2146-4405, eissn: 2146-4405, Copyright policy)
  • Publisher: İlhan ÖZTÜRK
Abstract
The purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i.e. attractiveness, trustworthiness and expertise) have on purchase intentions of 326 young consumers has been examined. The results showed that all of the three credibility dimensions for both celebrity endorser and created spokesperson have a positive relationship with purchase intention. Created spokesperson is perceived to be more trustworthy and competent whereas the celebrity endorser is found to be more attract...
Subjects
free text keywords: Celebrity endorser, created spokesperson, endorser credibility, buying intention, advertisement
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2014

Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey

Sertoglu, Aysegul Ermec; Catlı, Ozlem; Korkmaz, Sezer;