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

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Abstract:

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.

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

Document Type: Research Article

DOI: https://doi.org/10.1362/026725703763772015

Publication date: 2003-02-01

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