CONSTRUCTION AND VALIDATION OF A SCALE TO MEASURE CELEBRITY ENDORSERS PERCEIVED EXPERTISE, TRUSTWORTHINESS, AND ATTRACTIVENESS

被引：1628
|
作者：
OHANIAN, R
机构：
来源：
JOURNAL OF ADVERTISING | 1990年 / 19卷 / 03期
关键词：
D O I：
10.1080/00913367.1990.10673191
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this study was to develop a scale for measuring celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity. © 1990 Taylor & Francis Group, LLC.
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页码：39 / 52
页数：14
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