Influence of Celebrity Credibility on Consumer Product Evaluation and Attitude Formation – A Conceptual Framework

Objective - Celebrity endorsement is considered to be one of the leading advertising strategies used by marketers to promote brands. Celebrities are the most powerful information sources which have the ability to form or change consumer attitudes. The purpose of the present study is to investigate the influence of celebrity credibility on consumer product evaluation, specifically in relation to attitude formation. Methodology/Technique - This paper presents the conceptual framework for understanding how the credibility of celebrities can influence the evaluation of products by consumers and consequently, the formation of consumer attitudes. The model is developed through an extensive review of the literature on celebrity credibility, consumer product evaluation (CPE) and attitude formation. Findings - The traits of celebrity credibility, particularly trustworthiness, expertise and attractiveness, have an important role to play in the evaluation of products by consumers. CPE occurs in a variety of ways and is influenced by, at least in part, celebrity credibility. Novelty - The model presented in this study endeavours to investigate these relationships to add to the existing body of knowledge. Type of Paper: Review Keywords: Celebrity Endorsement; Celebrity Credibility; Consumer Product Evaluation; Consumer Perception; Attitude Formation. JEL Classification: M10, M12, M19.