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

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

Fatima Zohra Chekima, Brahim Chekima
Copyright: © 2019 |Pages: 23
ISBN13: 9781522579069|ISBN10: 1522579060|EISBN13: 9781522579076
DOI: 10.4018/978-1-5225-7906-9.ch007
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MLA

Chekima, Fatima Zohra, and Brahim Chekima. "Celebrity Credibility Influence on Cosmetic Product Purchase Intention: The Moderating Role of Ethnocentrism." Exploring the Dynamics of Consumerism in Developing Nations, edited by Ayantunji Gbadamosi, IGI Global, 2019, pp. 153-175. https://doi.org/10.4018/978-1-5225-7906-9.ch007

APA

Chekima, F. Z. & Chekima, B. (2019). Celebrity Credibility Influence on Cosmetic Product Purchase Intention: The Moderating Role of Ethnocentrism. In A. Gbadamosi (Ed.), Exploring the Dynamics of Consumerism in Developing Nations (pp. 153-175). IGI Global. https://doi.org/10.4018/978-1-5225-7906-9.ch007

Chicago

Chekima, Fatima Zohra, and Brahim Chekima. "Celebrity Credibility Influence on Cosmetic Product Purchase Intention: The Moderating Role of Ethnocentrism." In Exploring the Dynamics of Consumerism in Developing Nations, edited by Ayantunji Gbadamosi, 153-175. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7906-9.ch007

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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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