The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers

Abstract

Celebrity endorsement is the most popular advertising strategy used worldwide. It has gained attention from both academics and practitioners over the past decade. Though the celebrity credibility measurement model was validated in many countries originally in U.S and other Asian countries, the reviews have shown that the impact of the celebrity credibility on the purchase decision varies based on the different countries. Moreover, Thai advertisers have used the celebrity strategies widely to promote products but the number of the studies on the celebrity credibility is still limited in Thailand. Consequently, the aim of the current research is to develop the comprehensive celebrity credibility measurement model for aiding celebrity selection in Thailand. Furthermore, in order to bridge the methodological gap regarding the celebrity and product match-up in the previous research, this research also aims to investigate the influence of the celebrity credibility on the purchase intention of Thai consumers by allowing the consumers to self-select the celebrity and the product in order to better reflect the true perceptions of Thai consumers. The model was tested using the structural equation modeling approach. The sample consisted of 420 Thai consumers living in Bangkok Metropolitan area. The results showed that the modified celebrity credibility measurement model was validated with Thai consumers. The perceived dimensions of attractiveness and expertise were significantly related to the purchase intention for Thai consumers. However, the trustworthiness, the celebrity and product match-up, as well as the likeability dimensions were not as influential as have been proposed. Consequently, the revised model is expected to provide advertisers and marketers with practical guidelines to select an appropriate celebrity endorser in order to enhance the effectiveness of advertising and the resulting campaign.