Celebrity Credibility Influence on Cosmetic Product Purchase Intention: The Moderating Role of Ethnocentrism

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Author(s): Fatima Zohra Chekima (Universiti Malaysia Sabah, Malaysia)and Brahim Chekima (Universiti Malaysia Sabah, Malaysia)
Copyright: 2019
Pages: 23
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch007

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

One of the strategies that are used by companies to differentiate their cosmetic products is celebrity endorsement. Despite this popular advertising technique, researchers and advertisers have not agreed as to which celebrity source characteristics are most effective in influencing consumers' purchase intention. Another important factor that affects consumers' purchase intention is the consumer ethnocentrism level. Consumers in different countries have different preference over local and international products. Thus, the objective of this chapter is to examine the source credibility theory with the moderating role of ethnocentrism. The result suggests that celebrity endorsers' trustworthiness (TR), attractiveness (AT), and expertise (EX) had a significant positive influence on cosmetic product purchase intention (CPPI). The moderating role of ethnocentrism between AT, TR, and CPPI were examined and found to be significant. This indicates that AT and TR are stronger when consumers' ethnocentrism is high.

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Celebrity Credibility Influence on Cosmetic Product Purchase Intention: The Moderating Role of Ethnocentrism

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