What is Street Cred? An Exploration of Street Credibility in the Marketplace

Street cred is ubiquitous, and marketers leverage it to promote a wide array of products from music and Disney characters to cars, tea, candy and snacks. Street credible celebrities influence mainstream purchases, and such celebrities will eventually replace athletes as the most influential product endorsers. Thus, for the general populous, street cred is real, salient, influential, and sought. Here, Bennett et al offer an empirically based definition of street cred, an explanation of its uses, and an agenda for future research.