An Empirical Study of Celebrity Endorser and Public Service Advertising

Krishna Pal Singh; Anurag Singh

Krishna Pal Singh Research Scholar, Institute of Management Studies, Banaras Hindu University
Anurag Singh Associate Professor, Institute of Management Studies, Banaras Hindu University

Keywords: rustworthiness, Attractiveness, Similarity. Celebrity endorser, Credibility, Attitude, Regression analysis.

Abstract

The purpose of this research is to examine the mediating role of endorser's credibility on the relationship
between endorser's attributes and attitude of respondents towards public service advertising effectiveness.
The data was observed through a questionnaire in order to study the objectives. Total study 257 respondents
were approached and only 200 questionnaires were found suitable. Convenient sampling technique was
employed to collect the data in Varanasi city. Factor analysis was used to find the attributes of celebrity
endorser which have influence on the credibility of celebrity endorser. Based on the data analysis, through
exploratory factor analysis, Attractiveness, Trustworthiness, Similarity and Expertise were found as the
main components of celebrity endorser's attributes. The statistical tool regression analysis was used to
study the nature of relationships among the attributes of celebrity endorser, credibility and attitude in
relation to public service advertising effectiveness. The mediating effect of celebrity endorser's credibility
on the attitude of respondents towards public service advertising was checked by applying the linear
regression. The research ends with the conclusion and managerial implications.