Celebrities Go Sustainable! the Effects of Source Credibility and Ethicality Fit on Brand Perception, Attitude, and Purchase Intention

Although these days sustainable products are more popular, sales remain low. We investigate how to select celebrities who will effectively market these sustainable products. The results show that source trustworthiness and source ethicality fit affect brand credibility and brand ethicality and in turn, positively influence consumer attitudes toward sustainable products.



Citation:

Jiyun Kang and Woo Jin Choi (2014) ,"Celebrities Go Sustainable! the Effects of Source Credibility and Ethicality Fit on Brand Perception, Attitude, and Purchase Intention", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 790-790.

Authors

Jiyun Kang, Texas State University, San Marcos
Woo Jin Choi, University of Seoul



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Featured

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Featured

F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.