The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands

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Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter (2010, background): “Given that producing a high-quality offering is generally the aim of companies, high levels of competence should signal to consumers that companies offer high-quality products (Goldsmith, Lafferty, and Newell 2000).”
Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey (2014, background): “In recent studies attractiveness of the source is also accepted as a dimension of credibility (Ohanian, 1990; 1991; Goldsmith et al., 2000).”
Reducing online privacy risk to facilitate e‐service adoption: the influence of perceived ease of use and corporate credibility (2010, background): “Indeed, the positive effects of corporate credibility have been established in terms of brand evaluations and purchase intent of goods (e.g., De Ruyter et al., 2001; Goldsmith et al., 2000; Keller, 1998 ), but have yet to be tested with respect to e-services.”