Scale to Measure Celebrity Endorsers

In this study by Ohanian, a scale used in measuring celebrity endorsers' expertise, trustworthiness as well as attractiveness is developed. Psychometric scale development protocols are followed for testing the data reliability and validity as well. In addition, this study uses two exploratory and confirmatory samples to initiate a 15-item scale measuring the celebrity endorsers' characteristics. This article complies fully with Churchill's recommendations in several fronts as outlined below.

Several sources are researched on to identify words, phrases, and adjectives to use for this research's questionnaire; this results in the development of several adjectives describing personality traits. During the construction of the scale, 182 adjectives are identified of which some were eliminated to about 139 adjectives. Additionally, the 139 descriptors were further trimmed by a group of 38 college students; the researcher believed the words were unfamiliar with respondents, to 104.

For the identification of celebrities...
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