Validation of the Celebrity Endorsers’ Credibility Scale: Evidence From Asians

By Chanthika Pornpitakpan. 2003

132 citations recorded by the source corpus.

Subfields: Clinical Psychology, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/7061488625077cfabb5954c9fcf43530fd951b37

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Citations in the corpus

Celebrity Entrepreneur Endorsement and Advertising Effectiveness (2014, background): “Source credibility construct has been studied by many social scientists in the past several decades in order to understand its effect on message persuasiveness (Hovland & Weiss, 1951; Ohanian, 1990; Sternthal, Dholakia & Leavitt, 1978; Pornpitakpan, 2003).”
Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media (2020, background): “Most researchers found a posiive relationship between source trustworthiness and purchase ntention ( Pornpitakpan, 2003 ; Gunawan and Huarng, 2015 ; ang and Scheinbaum, 2018 ).”
The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention (2004, background): “As suggested by Pornpitakpan (2003), depending on users’ willingness to generalize the results to other cultures of audiences, Ohanian’s (1990) scale may be well applicable to other Asian audiences like Malaysians, Indonesians, Thais, Koreans, Japanese, Taiwanese, People’s Republic of China…”
Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, background): “…do you judge him or her to be?” using the scales: expert–not an expert, experienced–inexperienced, knowledgeable–unknowledgeable, qualified–unqualified, skilled–unskilled, honest– dishonest, and trustworthy–untrustworthy (Ohanian 1990, 1991; Pornpitakpan 2003; Van der Veen and Song 2010).”
Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? (2017, background): “…offers two main explanations for the influence of an endorsement on consumers: celebrity characteristics, such as attractiveness and credibility (Pornpitakpan, 2003; Till & Busler, 2000) and the proximity between the brand and the celebrity, as summarized in the construct of congruency (Kamins…”
‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media (2019, methodology): “Fifteen sub-credibility factors have been widely accepted and used by different researchers (Pornpitakpan, 2003; Sertoglu, Catli, & Korkmaz, 2014; Till & Busler, 2000).”