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Year 2014, Volume: 4 Issue: 1, 66 - 77, 01.03.2014

Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz

Abstract

Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey

Year 2014, Volume: 4 Issue: 1, 66 - 77, 01.03.2014

Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz

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

Celebrity endorser created spokesperson endorser credibility buying intention advertisement

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Details

Other ID JA29KT54DM
Journal Section Research Article
Authors

Aysegul Ermec Sertoglu This is me

Ozlem Catlı This is me

Sezer Korkmaz This is me

Publication Date March 1, 2014
Published in Issue Year 2014 Volume: 4 Issue: 1

Cite

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.
AMA Sertoglu AE, Catlı O, Korkmaz S. Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. IRMM. March 2014;4(1):66-77.
Chicago Sertoglu, Aysegul Ermec, Ozlem Catlı, and Sezer Korkmaz. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing 4, no. 1 (March 2014): 66-77.
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 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, 2014.
ISNAD 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 4/1 (March 2014), 66-77.
JAMA 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, 2014, pp. 66-77.
Vancouver 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.