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 remarkablefeatures of their products: they use celebrities to endorse their products. Several researchers have studied the model of celebrityendorsement. One of the most important is source model, which covers source credibility model and source attractiveness model. Thispaper evaluated the source model of celebrity endorsement developed by Ohanian (1990) and make a generalization using differentcelebrity endorser, brand name, and respondents’ characteristics. The object of this research is Joshua Suherman, an Indonesian artist whoadvertises the “Nutrisari Rasa Jeruk”, an orange flavour powder beverage. The proposed model does not fit and after doing some iterationsto remove insignificant attributes, the revised model indicated that the model does fit with high reliability for each dimension. Future studyis needed to identify whether the results are consistent according to cross-country and -culture, as well as when it uses other celebrityendorser.