Celebrity endorsement, brand credibility and brand equity
Abstract
Purpose This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles...
Paper Details
Title
Celebrity endorsement, brand credibility and brand equity
Published Date
May 31, 2011
Volume
45
Issue
6
Pages
882 - 909
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