Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach
Article
Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Yousef, W. 2021. Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review. 24 (4), pp. 247-262. https://doi.org/10.1057/s41299-020-00107-z
Type | Article |
---|---|
Title | Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach |
Authors | Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Yousef, W. |
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. |
Publisher | Palgrave Macmillan |
Journal | Corporate Reputation Review |
ISSN | 1363-3589 |
Electronic | 1479-1889 |
Publication dates | |
Online | 12 Oct 2020 |
30 Nov 2021 | |
Publication process dates | |
Deposited | 29 Sep 2020 |
Submitted | Mar 2019 |
Accepted | 28 Sep 2020 |
Output status | Published |
Accepted author manuscript | |
Copyright Statement | 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 , 24(4), 247–262, is available online at: https://doi.org/10.1057/s41299-020-00107-z |
Digital Object Identifier (DOI) | https://doi.org/10.1057/s41299-020-00107-z |
Language | English |
https://repository.mdx.ac.uk/item/89192
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