Celebrity Endorsements, Self-Brand Connection and Relationship Quality

Abhishek Dwivedi, Lester W. Johnson, Robert McDonald

Research output: Contribution to journalArticlepeer-review

Abstract

The extant literature on celebrity endorsement effects largely focuses on the<br>endorsement effects on consumer evaluations of the endorsed brand. The current<br>study extends the literature by assessing the impact of endorser credibility on two<br>consumerbrand relationship-oriented outcomes brand relationship quality and<br>consumer self-brand connections. Additionally, the self-brand connection is<br>positioned as a partial mediator of the effect of endorser credibility on relationship<br>quality. A conceptual model is developed and estimated on a sample of 535<br>Generation Y (youth) consumers from India. The hypotheses are supported and the<br>model demonstrates acceptable fit to the data. Overall, the present study introduces a<br>relationship-building perspective to the celebrity endorsement literature. The results<br>suggest that celebrity endorsers possess the ability to provide meaningful selfdefinitional<br>benefits to consumers as well as cultivate enhanced relationship
Original languageEnglish
Pages (from-to)486-503
JournalInternational Journal of Advertising
StatePublished - Jun 2015

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