000			01860nam a2200229 4500
999			_c49675 _d49675
003			OSt
005			20180424180500.0
008			180424b ||||| |||| 00| 0 eng d
100			_aSingh, Ramendra Pratap _931326
245			_aA Study on Exploring the Factors Influencing Celebrity Endorsement Credibility
300			_a494-509 P.
520			_aThis study tries to explore the factors contributing to the source credibility of celebrities as brand endorsers and, subsequently, develops a conceptually integrated scale for the same in Indian perspective. To conduct an empirical investigation, a survey is conducted consisting of 432 participants. In this study, exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) has been con-ducted. Exploratory factor analysis resulted in three factors or dimensions. All the indicators are strongly loaded into their respective construct. The Cronbach’s alpha, composite factor reliability and variance extracted measure for validity checks are found to be satisfactory. All pairs of inter-construct correlation are found to be positive and significant. The issue of multicollinearity did not bear a serious threat to the data. Common method effect of Harmen’s one-factor post hoc test result indicates that multidimensional three-factor model fits the data well than the one-factor model. These results are also invariant across different demographic profiles, namely, gender, educational qualification and age.
653			_aCelebrity
653			_aconfirmatory
653			_afactor analysis
653			_ascale development
653			_asource credibility,
653			_avalidity
700			_aBanerjee, Neelotpaul _931327
773	0		_029349 _970279 _aBANIK, ARINDAM _dNEW DELHI SAGE PUBLISHING PVT. LTD. _o5558624 _tGLOBAL BUSINESS REVIEW _x0972-1509
942			_2ddc _cJA-ARTICLE