A confirmatory factor analysis of the source model for celebrity endorsement

Abstract

Marketing managers nowadays use one of the most common advertising strategies to grab persons' time in order to inform the remarkable features of their products: they use celebrities to endorse their products. Several researchers have studied the model of celebrity endorsement. One of the most important is source model, which covers source credibility model and source attractiveness model. This paper evaluated the source model of celebrity endorsement developed by Ohanian (1990) and make a generalization using different celebrity endorser, brand name, and respondents' characteristics. The object of this research is Joshua Suherman, an Indonesian artist who advertises the "Nutrisari Rasa Jeruk", an orange flavour powder beverage. The proposed model does not fit and after doing some iterations to remove insignificant attributes, the revised model indicated that the model does fit with high reliability for each dimension. Future study is needed to identify whether the results are consistent according to crosscountry and-culture, as well as when it uses other celebrity endorser.