Celebrity endorsement, brand credibility and brand equity

By A. Spry, Ravikanth Pappu, T. Cornwell. 2011

829 citations recorded by the source corpus.

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 whereas the brand signalling theory is applied to examine the mediating role of brand credibility.Design/methodology/approach – The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.Findings – Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated...

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9601f0ccec259d8ff3366082f0cfddda8cf397a3

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Citations in the corpus

Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “These studies have examined the influence of celebrity endorsement on young adults (Hakimi et al., 2011), celebrity worship on purchase intentions (Hung et al., 2011), and the celebrity’s credibility on the brand’s consumer-based equity (Spry et al., 2011).”
The influence of perceived credibility on purchase intention via competence and authenticity (2020, background): “To that end, this study specifically focuses on three attributes of restaurants—authenticators, history, and ownership type—because they are widely used to exhibit the trustworthiness and expertise of advertisers, which are important properties of credibility (Spry et al., 2011).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, methodology): “In a similar vein, Spry et al. (2011) highlight that consumer brand loyalty is related or influenced by their perceptions rather than actual behavior.”
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users (2017, background): “This suggests that where reviews or statements regarding products and services are perceived as valid on Instagram, consumers will develop a positive attitude towards the brand being endorsed relative to these reviews (Spry et al., 2011).”
When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements (2018, background): “It has positive effects on several outcomes, including attitudes toward the advertisement (Goldsmith, Lafferty, and Newell 2000), purchase intentions (Pornpitakpan 2003), and brand credibility, which ultimately influence brand equity (Spry, Pappu, and Cornwell 2011).”
Celebrity endorsements: a literature review and research agenda (2016, background): “Studies by Lafferty and Goldsmith (1998) and Spry, Pappu, and Cornwell (2011) found a positive effect of celebrity credibility, analyzed as one variable, on brand evaluations.”