Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey
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)...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2013-12-01
|
| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/666 |
| _version_ | 1797919572482850816 |
|---|---|
| author | Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz |
| author_facet | Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz |
| author_sort | Aysegul Ermec Sertoglu |
| collection | DOAJ |
| description |
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 attractive by the respondents. This study is unique in a way that it covers fairly new and rapidly growing Turkish market. One factor that makes this study unique in Turkey, in which the usage of celebrity endorsers holds significant part in the marketing of products, is the lack of studies that would measure the effectiveness of this method.
Keywords: Celebrity endorser; created spokesperson; endorser credibility; buying intention; advertisement
JEL Classifications: M31; M37
|
| first_indexed | 2024-04-10T13:47:40Z |
| format | Article |
| id | doaj.art-5548d74162cb47e3b06de815f4aa59fd |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T13:47:40Z |
| publishDate | 2013-12-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-5548d74162cb47e3b06de815f4aa59fd2023-02-15T16:10:53ZengEconJournalsInternational Review of Management and Marketing2146-44052013-12-0141Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in TurkeyAysegul Ermec Sertoglu0Ozlem Catlı1Sezer Korkmaz2Gazi UniversityGazi UniversityGazi University 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 attractive by the respondents. This study is unique in a way that it covers fairly new and rapidly growing Turkish market. One factor that makes this study unique in Turkey, in which the usage of celebrity endorsers holds significant part in the marketing of products, is the lack of studies that would measure the effectiveness of this method. Keywords: Celebrity endorser; created spokesperson; endorser credibility; buying intention; advertisement JEL Classifications: M31; M37 http://mail.econjournals.com/index.php/irmm/article/view/666 |
| spellingShingle | Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey International Review of Management and Marketing |
| title | Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey |
| title_full | Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey |
| title_fullStr | Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey |
| title_full_unstemmed | Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey |
| title_short | Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey |
| title_sort | examining the effect of endorser credibility on the consumers buying intentions an empirical study in turkey |
| url | http://mail.econjournals.com/index.php/irmm/article/view/666 |
| work_keys_str_mv | AT aysegulermecsertoglu examiningtheeffectofendorsercredibilityontheconsumersbuyingintentionsanempiricalstudyinturkey AT ozlemcatlı examiningtheeffectofendorsercredibilityontheconsumersbuyingintentionsanempiricalstudyinturkey AT sezerkorkmaz examiningtheeffectofendorsercredibilityontheconsumersbuyingintentionsanempiricalstudyinturkey |