INVESTIGATINGTHE SOURCEATTRIBUTES INFLUENCINGCONSUMERS’ CREDIBILITY EVALUATIONS OF AN ATHLETE-CELEBRITY ENDORSED PRODUCT

• Main Authors: Bafokeng Bafokeng Mahao, Nobukhosi Dlodlo
• Format: Article
• Language: English
• Published: Social Sciences Research Society 2017-01-01
• Series: International Journal of Social Sciences and Humanity Studies
• Online Access: http://www.sobiad.org/ejournals/journal_IJSS/arhieves/IJSS_2017_2/b-bafokeng.pdf

The use of celebrity endorsement as an advertising strategy has been widelyembraced by numerousorganisations. Nonetheless, scholarly wisdom suggests theneed for cumulative research that seeks to identify the unique set of source factorsthat enhance the credibility of advertising communication messages delivered bycelebrities across countries.Inthis vein, the primary purpose of this research wasto apply the dimensions of thesource attributes theory (Ohanian, 1990) tounderstand the underlying factors that influence South African consumers to havepositive perceptions towards purchasingaproductthat hasbeen endorsed by alocal athlete celebrity-endorser. A quantitative research approach was applied,wherein a self-administered survey questionnaire comprising20scale items wasadapted for this research. Data were collected from a consumer sample of 456consumers based in Gauteng, South Africa. Upon applying exploratory factoranalysisand mean score rankings, source likeability, source trust, source authorityand source credibility were established as the underlying factors influencingconsumers’ credibility evaluations, in descending order of importance. Moreover,the inter-factor correlation matrix revealed positive relationships among theidentified factors. Insights gained from this study could assist practitioners todesign effectiveadvertisementstrategies that fosterpositivecredibility evaluationsthrough known product endorsers.