Exploratory study of the measurement scales for the perceived image and advertising effectiveness of celebrity endorsers in a tourism context

Robert van der Veen, Haiyan Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)

Abstract

This article presents an exploratory study of the scales used to measure the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. The respondents are tourists from mainland China who were exposed to manipulated tourism destination advertisements. The results indicate that the dimension of trustworthiness is not as distinct as has been proposed, and the framework was modified accordingly. The revised model achieved an acceptable fit and is deemed appropriate for follow-up studies.
Original languageEnglish
Pages (from-to)460-473
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume27
Issue number5
DOIs
Publication statusPublished - 5 Aug 2010

Keywords

  • Celebrity endorsement
  • Confirmatory factor analysis
  • Destination marketing
  • Principle components analysis

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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