Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

Shahzeb Hussain*, T. C. Melewar, Constantinos Vasilios Priporas, Pantea Foroudi, Waleed Yusef

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)247-262
Number of pages16
JournalCorporate Reputation Review
Volume24
Issue number4
Early online date12 Oct 2021
DOIs
Publication statusPublished - 1 Nov 2021

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