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Credibility of a peer endorser and advertising effectiveness

Juha Munnukka (School of Business and Economics, Jyväskylä University, Jyväskylä, Finland)
Outi Uusitalo (School of Business and Economics, Jyväskylä University, Jyväskylä, Finland)
Hanna Toivonen (School of Business and Economics, Jyväskylä University, Jyväskylä, Finland)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 9 May 2016




Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined.


A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated.


The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement.


The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.



Munnukka, J., Uusitalo, O. and Toivonen, H. (2016), "Credibility of a peer endorser and advertising effectiveness", Journal of Consumer Marketing, Vol. 33 No. 3, pp. 182-192.



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