EN
Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey
Abstract
The purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i.e. attractiveness, trustworthiness and expertise) have on purchase intentions of 326 young consumers has been examined. The results showed that all of the three credibility dimensions for both celebrity endorser and created spokesperson have a positive relationship with purchase intention. Created spokesperson is perceived to be more trustworthy and competent whereas the celebrity endorser is found to be more attractive by the respondents. This study is unique in a way that it covers fairly new and rapidly growing Turkish market. One factor that makes this study unique in Turkey, in which the usage of celebrity endorsers holds significant part in the marketing of products, is the lack of studies that would measure the effectiveness of this method.
Keywords
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
March 1, 2014
Submission Date
March 1, 2014
Acceptance Date
-
Published in Issue
Year 2014 Volume: 4 Number: 1
APA
Sertoglu, A. E., Catlı, O., & Korkmaz, S. (2014). Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, 4(1), 66-77. https://izlik.org/JA96PB42HP
AMA
1.Sertoglu AE, Catlı O, Korkmaz S. Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. IRMM. 2014;4(1):66-77. https://izlik.org/JA96PB42HP
Chicago
Sertoglu, Aysegul Ermec, Ozlem Catlı, and Sezer Korkmaz. 2014. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing 4 (1): 66-77. https://izlik.org/JA96PB42HP.
EndNote
Sertoglu AE, Catlı O, Korkmaz S (March 1, 2014) Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing 4 1 66–77.
IEEE
[1]A. E. Sertoglu, O. Catlı, and S. Korkmaz, “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”, IRMM, vol. 4, no. 1, pp. 66–77, Mar. 2014, [Online]. Available: https://izlik.org/JA96PB42HP
ISNAD
Sertoglu, Aysegul Ermec - Catlı, Ozlem - Korkmaz, Sezer. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing 4/1 (March 1, 2014): 66-77. https://izlik.org/JA96PB42HP.
JAMA
1.Sertoglu AE, Catlı O, Korkmaz S. Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. IRMM. 2014;4:66–77.
MLA
Sertoglu, Aysegul Ermec, et al. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing, vol. 4, no. 1, Mar. 2014, pp. 66-77, https://izlik.org/JA96PB42HP.
Vancouver
1.Aysegul Ermec Sertoglu, Ozlem Catlı, Sezer Korkmaz. Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. IRMM [Internet]. 2014 Mar. 1;4(1):66-77. Available from: https://izlik.org/JA96PB42HP