Measures the perceived credibility of an advertising endorser (celebrity, expert, or influencer) across three dimensions: expertise (competence, experience, knowledge), trustworthiness (reliability, honesty, sincerity), and attractiveness (physical appeal, elegance, sex appeal). The most widely used source credibility measure in advertising and influencer marketing research.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
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