search query: @author Pappu, R. / total: 2
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| Author: | Spry, A. Pappu, R. Cornwell, T. B. |
| Title: | Celebrity endorsement, brand credibility and brand equity |
| Journal: | European Journal of Marketing
2011 : VOL 45:6, p. 882-909 |
| Index terms: | product marketing brands Australia |
| Language: | eng |
| Abstract: | In this article, the role of celebrities in establishing consumer-based brand equity of an endorsed brand is studied. A relationship is developed between the endorser (celebrity) credibility and the brand equity by employing associative learning principles. In addition, the mediating role of brand credibility in the process is studied using brand signaling theory. The authors build a framework and test it in a field experiment conducted in a shopping center context in Australia. Structural equation modeling is used in the data analysis. According to the results, when mediated by brand credibility, the endorser credibility has a direct effect on brand equity. |
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