What question did this study set out to answer?

The study aims to create a reliable scale for measuring the perceived traits of celebrity endorsers.

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

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Develops and validates a scale measuring celebrity endorsers' traits in relation to purchasing intention and quality perception.

The study aims to create a reliable scale for measuring the perceived traits of celebrity endorsers.
Followed accepted psychometric scale-development procedures
Tested a large item pool for reliability and validity using two exploratory and two confirmatory samples
Developed a 15-item semantic differential scale to evaluate expertise, trustworthiness, and attractiveness.
The scale showed high reliability and validity
Validated through self-reported purchase intention and quality perception measures

Roobina Ohanian (1990) studied this question.

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