A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

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According to the study, consumers' intentions to purchase a product endorsed by a celebrity were influenced by the perceived expertise of the endorser. This suggests that consumers value a celebrity's knowledge and skills in a particular field, and are more likely to trust their endorsement if they believe the celebrity has expertise in the relevant area. While attractiveness, trustworthiness, similarity, and likability may also play a role in consumers' perceptions of celebrity endorsers, the study found that expertise had the strongest influence on purchase intentions.

A Study by Roobina Ohanian of Consumers' Perceptions of Celebrity