4.1 Reliability & Validity:

Case Processing Summary N %

Cases Valid 18 94.7 Excluded 1 5.3 Total 19 100.0

a. List wise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach 's Alpha N of Items

.887 34

The questionnaire was adapted from previously done research work of Pappu et al. (2011), therefore, the questionnaire was considered rational and valid. The reliability of the questionnaire was checked by conducting a pilot test. The Cronbach alpha of 0.887 that is greater than 0.6, proposed that the questionnaire is significantly reliable.

4.2 Demographics:

Gender Frequency Percent Valid Percent Cumulative Percent

Valid Female 145 37.8 37.8 37.8 Male 239 62.2 62.2 100.0 Total 384 100.0 100.0

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Predictors: (Constant), Trustworthiness, Attractiveness, Popularity, Expertise

b. Dependent Variable: Brand Credibility

The significance value of Anova in the above mentioned table is 0.00 that is less than 0.05 indicating that the model is strong and meaningful.

F-Value

As the F-Value is 74.373, it represents that regression line is substantially predicting the brand credibility

Model Summary

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .663a .440 .434 .48881

a. Predictors: (Constant), Trustworthiness, Attractiveness, Popularity, Expertise

The adjusted R2 is 43.4%, signifying that in the presence of all four independent variables the brand credibility will be affected by around 43% and remaining 57% missing impact belongs to the constructs that are still to be included and tested in the model.

H6:

Coefficientsa

Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta

1 (Constant) 1.218 .158 7.716 .000 Popularity .100 .030 .151 3.313 .001 Attractiveness -.029 .038 -.035 -.766 .444 Expertise .512 .046 .535 11.098 .000 Trustworthiness .114 .040 .125 2.832 .005

a. Dependent Variable: Brand

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The F-Value of 74.373 is representing that the model is significant and the four independent variables ie. Attractiveness, popularity, trustworthiness and expertise are causing 43.4% variation in brand credibility and the residual 57% impact is missing, which shows there is a need to test other variables that are not established in the model and can be tested in future researches.

As the value of significance for Attractiveness is 0.44 that is greater than 0.05 specifies that the attractiveness has no significant effect on brand credibility. Therefore, attractiveness will not be a part of regression line.

The value of significance for popularity is 0.001 that is less than 0.05 representing a major impact on brand credibility, the un-standardized beta shows that 1% increase in popularity of endorser will create 10% variation in brand credibility.

The value of significance for trustworthiness is 0.005 that is less than 0.05 signifying a considerable impact of trustworthiness of an endorser on brand credibility, therefore the brands intending to increase their brand credibility need to hire trustworthy endorsers, 1% increase in trustworthiness creates 11.4% variation in brand