By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups were analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, the aim of this study is to minimize the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method.

中文翻译：

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了解名人信任及其对其他可信度和形象结构的影响：一种定性方法

本研究运用信号理论，从认知和情感维度考察了名人信任的概念，并考察了其对广告可信度、广告形象、品牌可信度、品牌形象、企业可信度和企业形象的影响。使用定性方法，在伦敦及其周边地区对学者、营销人员、广告商和消费者进行了 11 次访谈和 4 个小型焦点小组。来自访谈和焦点小组的数据使用主题分析进行分析。研究结果表明，名人信任基于名人的乐观特征和/或对消费者的好感。他们还认为名人信任对广告可信度、广告形象、品牌可信度、品牌形象、企业可信度和企业形象有正向影响。文献中关于该主题的证据很少，尤其是基于定性研究。因此，本研究的目的是最小化差距，了解名人代言背景下的信任，并基于定性研究方法检查其影响。