Celebrity endorsement and brand passion among air travelers: Theory and evidence
By Faheem Gul Gilal, Justin Paul, Naeem Gul Gilal, Rukhsana Gul Gilal. 2020
133 citations recorded by the source corpus.
Abstract The influence of brand characteristics on a consumer passion for a brand is firmly established in the literature. However, celebrity endorsers influence to the formation of brand passion remains largely untapped. Using three theoretical lenses- source credibility theory, relationship motivation theory, and congruity theory, the present study examines the influence of celebrity endorsement on brand passion using data from air travelers. To this end, we involved (n = 432) airline passengers to test the hypotheses in the service context. Confirmatory Factor Analysis and Structural Equation Modeling techniques were used as methods. When celebrity attractiveness, expertise, and trustworthiness were assessed, celebrity attractiveness was appeared to have the strongest influence on air travelers’ brand passion via relatedness need satisfaction. The moderation analysis reveals that the effect of celebrity attractiveness, expertise, and trustworthiness on relatedness needs satisfaction is salient when the celebrity and user having the opposite gender. Finally, implications for policy, research and practice are discussed.
Subfields: Gender Studies, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/d880e0d0dc5597534ba7dc2f633135ddafc78d1c
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Citations in the corpus
- How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming (2021, background): “Since celebrity endorsement effects in the tourism context have just begun and are far behind industry practice [10,65], it is believed that the research framework presented in this paper can be usefully utilized in future tourism studies.”