The influence of celebrity endorsement on perceived exclusivity

: the mediating role of endorser credibility

Abstract

This study explores the role of celebrity endorsement on perceived exclusivity, examining how credibility mediates this relationship. This research evaluates how Portuguese consumers perceive exclusivity depending on two celebrity endorsers’ attributes - status and selectivity - and how this exclusivity perception differs from celebrity to non-celebrity endorsers. The findings reveal that while there is no significant difference in perceived exclusivity whether the endorser is a celebrity or a non-celebrity, the celebrity’s status and selectivity levels influence consumers’ exclusivity perceptions of the brand. Despite these insights, the effect of celebrity endorsement on perceived exclusivity is limited, with no significant mediating effect of credibility. These results highlight the need for more advertising strategies that align the endorser’s attributes with the brand’s values, offering practical implications for marketers given the constant changes in the endorsement and public figures landscape.

Date of Award	26 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)