Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude and Purchase Intention: The Mediating Role of Attitude toward Brand

  •  Methaq Ahmed Abdulmajid Sallam    
  •  Nabsiah Abdul Wahid    


The use of celebrity as spokespeople for companies continues to be a popular method of advertising. The reason behind the popularity of celebrity advertising is the advertiser’s belief that messages delivered by well-known personalities achieve a high degree of attention and recall for some consumer. The present study assesses the impact of dimension’s source credibility on Yemeni consumer’s attitude towards advertisement (Aad), the effect of (Aad) on consumer’s attitude toward brand (Ab), the impact of (Ab) on consumer’s purchase intention (PI) and explores the mediating role of (Ab) between (Aad) and (PI). This study will use the elaboration likelihood model (ELM) and theory of dual mediating hypotheses (DMH) as predicators to explain the relationship between variables. We surveyed 400 Yemeni male consumers who viewed a real advertisement. They rated the credibility of the endorser, attitude towards advertisement, attitude towards brand, and purchase intention. Path analysis confirmed that endorser attractiveness had strongest impact on (Aad) more than endorser expertise. It found also, (Ab) is considered to be a partial mediator between (Aad) and (PI) relationship.

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