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Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

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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 were 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, the aim of this study is to minimize the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method.

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Authors and Affiliations

  1. Newcastle Business School, Northumbria University, Sutherland Building, 2 Ellison Pl, Newcastle upon Tyne, NE1 8ST, UK

    Shahzeb Hussain

  2. Department of Marketing, Branding and Tourism, Business School, Middlesex University, W108 Williams Building, The Burroughs, London, NW4 4BT, UK

    T. C. Melewar

  3. Department of Marketing, Branding and Tourism, Business School, Middlesex University, W107 Williams Building, The Burroughs, London, NW4 4BT, UK

    Constantinos-Vasilios Priporas

  4. Department of Marketing, Branding and Tourism, Business School, Middlesex University, W109 Williams Building, Hendon Campus, The Burroughs, London, NW4 4BT, UK

    Pantea Foroudi

  5. Jubail University College – Male Branch, P.O.Box 10074, Jubail Industrial City, 31961, Kingdom of Saudi Arabia

    Waleed Yusef

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Hussain, S., Melewar, T.C., Priporas, CV. et al. Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach. Corp Reputation Rev 24, 247–262 (2021). https://doi.org/10.1057/s41299-020-00107-z

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