Examining the Influence of Endorser Credibility on Brand Placements in Reality Shows through Placement Appeal: Emotional Vs Rational Appeal

Abstract

The study examines the influence of endorser credibility on brand placement effectiveness in reality shows through different placement appeals. In addition, it explores the direct and indirect effects through attitude toward brand placements and brand, brand image, and purchase likelihood in emotional and rational placement appeals. A separate stimuli-based questionnaire for emotional and rational appeals was used to collect the data. The findings revealed that endorsers’ credibility has a direct, positive, and significant impact on attitudes toward the brand placements, the brand, brand image, and purchase likelihood for emotional and rational brand placement appeals.

Keywords:

• brand placements
• product placements
• source credibility
• reality shows
• placement appeal

Disclosure statement

No potential conflict of interest was reported by the author(s).