Determinants of attitude toward celebrity-endorsed advertisements: A conceptual model

Abstract

Celebrity endorsement is ubiquitous in modern advertising. Celebrities not only draw consumers' attention to the ad, but also generate favorable attitude toward the product and induce purchase action. However, little is known about the factors determining the attitude toward celebrity-endorsed ads. In this paper, the researchers present a conceptual model of attitude toward celebrity endorsing products in advertisements. The proposed model includes antecedents (ad credibility, attitude toward advertising in general, celebrity endorser credibility and attitude toward the advertiser), consequence (attitude toward the ad), and attitude toward celebrity as a moderator of the said relationship.

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