Celebrity endorsement, self-brand connection and consumer-based brand equity

Published on Jul 30, 2015in Journal of Product & Brand Management
· DOI :10.1108/JPBM-10-2014-0722
Abhishek Dwivedi14
Estimated H-index: 14
Lester W. Johnson42
Estimated H-index: 42
Robert E. McDonald15
Estimated H-index: 15
(TTU: Texas Tech University)
Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the...
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