moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design … credibility. Findings – Major findings indicate a film celebrity to create more positive consumer attitudes than a sports …' attitudes out of the Big Five Personality dimensions. All dimensions of source credibility were found to have significant …

, credibility, product interest, and purchase intention. Design/methodology/approach – The authors conducted two empirical studies …

attractiveness, source credibility and the fit between the endorser and the endorsed product are discussed and examined. An empirical … findings indicated that source attractiveness and credibility are essential for celebrity endorsement effectiveness. However … on consumers' behavioural intentions, via the shared variances with source attractiveness and credibility.  …

Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self … mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey … endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity …

brands and purchase intention, and assess the relative importance of celebrity credibility, in terms of physical … allocation to Muslim consumers rather than non-Muslim consumers. The relative importance of the celebrity credibility aspects … celebrity credibility elements in terms of physical attractiveness, trustworthiness, expertise, and product–brand congruency of …