First published 30 July 2026
Now, new research led by QUT suggests that for everyday purchases, consumers may respond more strongly to the credibility of the celebrity than to the credibility of the brand itself.
Published in the Journal of Marketing Communications, the study led by Dr Thusyanthy Lavan from the QUT School of Advertising, Marketing, and Public Relations, together with an international team of researchers, found that credible celebrity endorsers have a strong direct influence on how consumers perceive brands, particularly for low-involvement product categories such as carbonated soft drinks and other everyday consumer products.
The research surveyed 338 young consumers and examined how celebrity credibility and brand credibility combine to build the value and appeal consumers attach to a brand.
Dr Lavan said the findings help explain why brands continue to invest heavily in celebrities, athletes and influencers despite growing consumer awareness of sponsored content.
"We often assume consumers are influenced because a celebrity enhances trust in a brand," Dr Lavan said.
"What we found was that for everyday products, the celebrity's credibility has a powerful impact in its own right. Consumers appear to respond strongly to endorsers they see as trustworthy, knowledgeable and attractive."
In other words, Dr Lavan said, when choosing between products that require little thought or research, consumers may be persuaded less by the brand's credibility and more by the person delivering the message.
The study found that brand credibility still matters, played a significant but supporting role, with celebrity credibility accounting for most of the effect on brand value.
"People don't spend hours researching a soft drink in the same way they might research a car or a mortgage," Dr Lavan said.
"In those low-involvement situations, a credible celebrity can act as a shortcut, helping consumers form positive impressions quickly and easily."
According to the researchers, the results suggest marketers should think carefully about not just who is famous, but who is perceived as credible.
"A celebrity's reach is important, but credibility is what creates brand value," Dr Lavan said.
"For marketers, the lesson is clear: choose endorsers who are trusted by consumers and align with the brand. The celebrity may grab attention, but credibility is what makes the endorsement effective."
Read the full study, Credibility and consumer-based brand equity: A multidimensional ‘between-within’ perspective in low involvement settings, published in the Journal of Marketing Communications, online.
Main photo: Dr Thusyanthy Lavan
Media contact:
Lauren Baxter
QUT Media
media@qut.edu.au
