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Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions

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journal contribution
submitted on 2023-10-08, 07:02 and posted on 2023-10-15, 09:33 authored by Kamel El Hedhli, Haithem Zourrig, Imene Becheur

In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990).

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Published in: Journal of Retailing and Consumer Services
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Open Access funding provided by the Qatar National Library



  • English



Publication Year

  • 2021

License statement

This Item is licensed under the Creative Commons Attribution 4.0 International License

Institution affiliated with

  • Qatar University
  • College of Business and Economics - QU