TY - JOUR
T1 - Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity
AU - Dwivedi, Abhishek
AU - Johnson, Lester W
AU - McDonald, Robert
PY - 2015/10
Y1 - 2015/10
N2 - AbstractPurpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsedbrand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibilityon endorsed brand equity.Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptualmodel. Stimuli, devised on the basis of a pre-test, involved celebrity– brand pairings in the context of the US sports drinks industry. Structuralequation 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 directeffect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceivedendorser– brand congruence. Se
AB - AbstractPurpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsedbrand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibilityon endorsed brand equity.Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptualmodel. Stimuli, devised on the basis of a pre-test, involved celebrity– brand pairings in the context of the US sports drinks industry. Structuralequation 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 directeffect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceivedendorser– brand congruence. Se
U2 - 10.1108/JPBM-10-2014-0722
DO - 10.1108/JPBM-10-2014-0722
M3 - Article
SP - 449
EP - 461
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
ER -