How does expert endorsement affect consumer’s perceived credibility?

Endorsement is avery common marketing strategy and has been traced back to the 19th century. Expert endorsement is a type of endorsement that is frequently used to endorse a multitude of different products. Previous research on endorsement has shown a positive connection between endorsement and credibility. This research aims to examine expert endorsement and how it relates to perceived credibility. This research had a qualitative approach and explored credibility of expert endorsement from the consumer’s point of view by using the source model theories. The main findings were that expert endorsement does have a positive effect on the perceived credibility of the endorsement. But as previous research suggested not all the source factors: Trustworthiness, expertise attractiveness likability similarity and familiarity were as vital for the credibility of the expert. The most important source of credibility when engaging in expert endorsement was the perceived expertise of the expert