Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising...