Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach

Hussain, Shahzeb, Melewar, T. C., Priporas, Constantinos-Vasilios ORCID: https://orcid.org/0000-0003-1061-4279, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Yousef, Waleed (2020) Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review . ISSN 1363-3589 [Article] (Published online first) (doi:10.1057/s41299-020-00107-z)

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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 was 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, aim of this study is to minimise the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 31087
Notes on copyright: This is a post-peer-review, pre-copyedit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version, Hussain, S., Melewar, T.C., Priporas, C. et al. Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach. Corp Reputation Rev (2020). https://doi.org/10.1057/s41299-020-00107-z, is available online at: https://doi.org/10.1057/s41299-020-00107-z
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Depositing User: Pantea Foroudi
Date Deposited: 29 Sep 2020 07:28
Last Modified: 04 Feb 2021 06:05
URI: https://eprints.mdx.ac.uk/id/eprint/31087

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