Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach
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ORIGINAL ARTICLE
Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach Shahzeb Hussain1 · T. C. Melewar2 · Constantinos‑Vasilios Priporas3 · Pantea Foroudi4 · Waleed Yusef5
© Springer Nature Limited 2020
Abstract By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups were analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, the aim of this study is to minimize the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method. Keywords Celebrity trust · Cognitive and affective dimensions · Advertising credibility · Advertising image · Brand credibility · Brand image · Corporate credibility · Corporate image
Introduction The origins of celebrity endorsement go all the way back to the late 19th century, but since the 1980s, the use of celebrities in advertising has become the norm (Charbonneau and Garland 2009; Jain and Roy 2016; Yoo et al. 2018). Today, celebrities like athletes, film stars and other popular personalities appear in advertisements and leverage their profiles
* Shahzeb Hussain [email protected] T. C. Melewar [email protected] Constantinos‑Vasilios Priporas [email protected] Pantea Foroudi [email protected] Waleed Yusef [email protected] 1
by bringing their symbolic and cultural meanings to the endorsed brands (Charbonneau and Garland 2009). According to industry sources, around 25% of all advertisements use a celebrity endorser (Bergkvist and Zhou 2016). This figure is approximately three times higher in countries like China, India and Japan (Pornpitakpan, 2003; Choi and Rifon 2007; Pramjeeth and Majaye-Khupe 2016; Yoo et al. 2018). Practitioners invest a significant portion of their advertising budget in celebrities to increase brand 2
Department of Marketing, Branding and Tourism, Business School, Middlesex University, W108 Williams Building, The Burroughs, London NW4 4BT, UK
3
Department of Marketing, Branding and Tourism, Business School, Middlesex University, W107 Williams Building, The Burroughs, London NW4 4BT, UK
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Department of Marketing, Branding and Tourism, Business School, Midd
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