Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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Hypothesis Discussion<br />
46<br />
H1: The perceived credibility of the endorser of a social responsibility message will<br />
be positively correlated with the perceived credibility of the organization.<br />
H1 was supported with the data from this study. Table 16 presents a<br />
correlation table with the results from a correlation test, which highlights a significant,<br />
positive relationship between endorser credibility (sum of 15-item scale with<br />
constructs of attractiveness, expertise and trustworthiness) and company credibility<br />
(sum of nine items of corporate credibility). Note: endorser credibility was measured<br />
with the scale without the five attractiveness items in this test and all other tests<br />
involving endorser credibility.<br />
Table 16<br />
Correlations of Endorser and Company Credibility<br />
Endorser<br />
Credibility<br />
Company<br />
Credibility<br />
Endorser<br />
Credibility<br />
Company<br />
Credibility<br />
Pearson<br />
Correlation<br />
1.000 .465<br />
Sig. (2-tailed) . .000<br />
N 272 272<br />
Pearson<br />
Correlation<br />
.457 1.000<br />
Sig. (2-tailed) .000 .<br />
N 272 272<br />
** Correlation is significant at the 0.01 level (2-tailed).
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