The effect of celebrity credibility in advertising on customer attitudes toward the advertised brand

The efficiency of the message depends on the level of understanding and trust of the consumer towards the introduction of a product. The information provided by the credible source affects the beliefs, opinions, and attitudes or behavior of the consumer. The objective of this study was to investigate the impact of celebrity credibility in advertising on the customer s attitude toward the brand advertised in the clothing industry of Iran. The method of study is descriptive – survey and it is applied in terms of objective. The simple random sampling method was used for collecting the data and they were collected through field study by using questionnaire distributed among the Tehran population. The content validity of the questionnaire was confirmed by using the view of professors and experts. The reliability of the questionnaire questions was calculated 0.94 using Cronbach s alpha coefficient. After collecting and summarizing the data, hypotheses of the study were examined at the level of 5% based on regression analysis and using SPSS software. In general, the results suggest that the celebrity credibility has positive impact on the attitude toward brand advertised in clothing industry and by increasing the celebrity credibility, the attitude of the customer towards the advertised brand enhances.

Keywords:

Celebrities , attractiveness , source credibility , consumer attitude