MODERATION EFFFECT OF SOURCE CREDIBILITY ON OPENNESS TO EXPERIENCE AND ATTITUDE TOWARDS CELEBRITY ENDORSEMENT

The study aims at examining the direct impact of openness to experience on attitude towards celebrity endorsements in personal care segment. To analyse in depth the relationship between openness to experience and attitude towards celebrity endorsements, source credibility is used as moderating variable. Sample consisted of 350 respondents from eight metros of India collected using mall intercept method. Linear regression and hierarchical regression (Hayes Process) using SPSS 23 was used to analyse the data. Results showed that openness to experience is a significant predictor of attitude towards celebrity endorsements. Also, source credibility is found to moderate the relationship between openness to experience and attitude towards celebrity endorsements.