Construction and validation of scale to measure celebrity endorsers perceived expertise, trustworthiness and attractiveness
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise,
Trustworthiness, and Attractiveness
Author(s): Roobina Ohanian
Source: Journal of Advertising, Vol. 19, No. 3 (1990), pp. 39-52
Published by: M.E. Sharpe, Inc.
Stable URL: http://www.jstor.org/stable/4188769
Accessed: 22/05/2009 06:55
Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use.
Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/action/showPublisher?publisherCode=mes. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission.
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M.E. Sharpe, Inc. is collaborating with JSTOR to digitize, preserve and extend access to Journal of
Advertising.
http://www.jstor.org
Construction and of
Validation a Scaleto Measure
Perceived
CelebrityEndorsers'
Expertise,
Trustworthiness, Attractiveness and RoobinaOhanian
Roobina Ohanian (Ph.D., University of Texas at Austin) is associate professor of marketing,
School of Business, Emory University.
The author wishes to thank Janet Cox, Armen
Tashchian, and three anonymous reviewers for
Trustworthiness, and Attractiveness
Author(s): Roobina Ohanian
Source: Journal of Advertising, Vol. 19, No. 3 (1990), pp. 39-52
Published by: M.E. Sharpe, Inc.
Stable URL: http://www.jstor.org/stable/4188769
Accessed: 22/05/2009 06:55
Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use.
Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/action/showPublisher?publisherCode=mes. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission.
JSTOR is a not-for-profit organization founded in 1995 to build trusted digital archives for scholarship. We work with the scholarly community to preserve their work and the materials they rely upon, and to build a common research platform that promotes the discovery and use of these resources. For more information about JSTOR, please contact support@jstor.org.
M.E. Sharpe, Inc. is collaborating with JSTOR to digitize, preserve and extend access to Journal of
Advertising.
http://www.jstor.org
Construction and of
Validation a Scaleto Measure
Perceived
CelebrityEndorsers'
Expertise,
Trustworthiness, Attractiveness and RoobinaOhanian
Roobina Ohanian (Ph.D., University of Texas at Austin) is associate professor of marketing,
School of Business, Emory University.
The author wishes to thank Janet Cox, Armen
Tashchian, and three anonymous reviewers for