BibTex RIS Kaynak Göster

Yıl 2014, Cilt: 4 Sayı: 1, 66 - 77, 01.03.2014

Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz

Öz

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

Yıl 2014, Cilt: 4 Sayı: 1, 66 - 77, 01.03.2014

Aysegul Ermec Sertoglu Ozlem Catlı Sezer Korkmaz

Öz

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.

Anahtar Kelimeler

Celebrity endorser created spokesperson endorser credibility buying intention advertisement

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Ayrıntılar

Diğer ID JA29KT54DM
Bölüm Araştırma Makalesi
Yazarlar

Aysegul Ermec Sertoglu Bu kişi benim

Ozlem Catlı Bu kişi benim

Sezer Korkmaz Bu kişi benim

Yayımlanma Tarihi 1 Mart 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 4 Sayı: 1

Kaynak Göster

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. Mart 2014;4(1):66-77.
Chicago Sertoglu, Aysegul Ermec, Ozlem Catlı, ve 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, sy. 1 (Mart 2014): 66-77.
EndNote Sertoglu AE, Catlı O, Korkmaz S (01 Mart 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, ve S. Korkmaz, “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”, IRMM, c. 4, sy. 1, ss. 66–77, 2014.
ISNAD Sertoglu, Aysegul Ermec vd. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing 4/1 (Mart 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 vd. “Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing, c. 4, sy. 1, 2014, ss. 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.