attitudes. The purpose of the present study is to investigate the influence of celebrity credibility on consumer product … for understanding how the credibility of celebrities can influence the evaluation of products by consumers and … celebrity credibility, consumer product evaluation (CPE) and attitude formation.Findings - The traits of celebrity credibility …

Building on source credibility theory, the authors test a structural model for advertisers and scholars to explain …’s attractiveness and trustworthiness brings a lift in brand attitude, brand credibility, and in turn purchase intention towards … endorsed brands. The contribution to source credibility theory is the finding that endorser trustworthiness is the only …