Skip to main content

Validation of the Celebrity Endorsers' Credibility Scale: Evidence From Asians

Buy Article:

$47.50 plus tax (Refund Policy)

Using four Chinese celebrities as stimuli and 880 Singaporean undergraduates as respondents, this research verifies the factor structure of the celebrity endorsers' credibility scale, which Ohanian (1990) developed from American samples. The results show that the original scale's factor structure fits the Singaporean data well. All indicators are significantly related to their specified factor, and the inter-factor correlation coefficients are moderate and significant. The composite factor reliability, the Cronbach's α, and the variance extracted measures are satisfactory.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: CELEBRITY; FACTOR STRUCTURE; PSYCHOMETRIC PROPERTY; SINGAPORE; SOURCE CREDIBILITY; TEST RELIABILITY

Document Type: Research Article

Publication date: 01 February 2003

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more