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AuthorEl Hedhli, Kamel
AuthorZourrig, Haithem
AuthorBecheur, Imene
Available date2023-04-30T09:27:35Z
Publication Date2021-01-01
Publication NameJournal of Retailing and Consumer Services
Identifierhttp://dx.doi.org/10.1016/j.jretconser.2020.102260
CitationHedhli, K., Zourrig, H., Becheur, I. (2021). Celebrity Endorsements: Investigating the Interactive Effects of Internalization, Identification and Product Type on Consumers' Attitudes and Intentions. Journal of Retailing and Consumer Services
ISSN09696989
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85092257667&origin=inward
URIhttp://hdl.handle.net/10576/42157
AbstractIn line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990).
Languageen
SubjectAttitudes
Celebrity endorsement
Elaboration likelihood model
Identification
Informational product
Intentions
Internalization
Persuasion
Product involvement
Purchase motive
Source credibility
Transformational product
TitleCelebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
TypeArticle
Volume Number58
dc.accessType Open Access


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