THE IMPACT OF ENDORSER'S CREDIBILITY ON CONSUMER RESPONSES: AN EMPIRICAL ENDEAVOR

Authors

  • Raja Ahmed Jamil The University of Haripur
  • Anwar Munawar Shah The University of Haripur
  • Shiraz Khan The University of Haripur

Keywords:

Celebrity endorsement, endorsers credibility, attitude towards advertisement, brand awareness, purchase intention.

Abstract

The purpose of this study is to investigate the influence of endorser's credibility on consumer responses. It also explores the mediating role of attitude towards advertisement (ATA) and moderating role brand awareness (BA). Data were collected from two hundred and sixty-three educated consumers to test the proposed hypotheses. The results suggested that the endorser's credibility (attractiveness, expertise, and trustworthiness) positively impacts ATA and purchase intention (PI). Moreover, ATA mediates between endorser's credibility and PI. It was also found that brand awareness moderates the relationship between ATA and PI. The findings of this study imply that advertisers should carefully consider the endorser's credibility before the selection. In contrast, ignoring these factors could lead to adverse effects on consumer responses. Theoretical implications are also discussed, which are presented in the proceeding sections.

Author Biographies

Raja Ahmed Jamil, The University of Haripur

Dr. Raja Ahmed Jamil holds a PhD in Marketing. His research interests include consumer behavior and digital marketing.

Anwar Munawar Shah, The University of Haripur

MBA Marketing.

Shiraz Khan, The University of Haripur

Dr Shiraz Khan is PhD in Finance and currenlty serving as a Assistant Professor. His research interest includes Finance and Management.

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Published

31.12.2021

Issue

Vol. 7 No. 2 (2021): Sarhad Journal of Management Sciences (SJMS)

Section

Articles

License

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