Trustworthiness Is The First Dimension Of Endorser Credibility
2.4.2 Trustworthiness
Trustworthiness is the first dimension of endorser credibility (McCracken, 1989). Erdogan (1999) define trustworthiness as a consumer’s perception of the honesty, integrity and believability of an endorser. Companies try to find endorsers who are widely seen as trustful and who are seen as honest, believable and dependable (Shimp, 1997). In other words, if the communicator was perceived as highly trustworthy, the opinionated message could be considered as more persuasive and effective in producing attitude change (Miller & Baseheart, 1969). It is very important for marketers to analyse the endorser because it will influence the consumers purchase intention. Marketers can create the purchase desire by taking liking and trustworthiness into account. If the consumers like the celebrity then they will automatically trust them. Celebrities can earn their trust from the public on the work and achievement in the respective field and marketers utilises the trustworthiness in an advertisement.
The trustworthiness is important in a celebrity endorser. If consumers believe what the
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According to Erdogan (1999), expertise in endorser credibility refers to knowledge, experience, and skills with regard to the advertised brand. Besides, endorsers are considered to be ‘experts’ when they endorse products related to areas that have made them popular (Biswas et al., 2006). With regard to expertise, it is not important whether the endorser really has expertise on the field but it is what consumers think they are. For examples, athletes are considered to be an expert when they endorse products relates to sports related. Models are also considered possessing experts when they endorsed products that related to cosmetic, beauty and fashion categories. To increase product persuasiveness, usually the endorser must be supported by professional knowledge and skills of the related
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