文章基本信息

标题：A Conceptual Model in Marketing: Celebrity Endorsement, Brand Credibility and Brand Equity
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作者：Vahid reza mirabi Masoud lajevardi
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2016
卷号：22
页码：38-43
语种：English
出版社：International Institute for Science, Technology Education
摘要：Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. The aim of this paper is study the impact of National or International celebrity credibility on brand equity. The relationship between endorser’s credibility, brand credibility and brand equity was examined by employing a field experiment in Tehran. Data were collected using a questionnaire from the respondents having ages 18 and or above. The result highlighted in this research paper showing a positive and significant relationship between endorser’s credibility and brand credibility, brand credibility and consumer based brand equity which helps to Results also highlighted that relationship between endorser’s credibility, brand credibility and brand equity varies by the type of celebrity employed i.e. national or International.
其他摘要：Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. The aim of this paper is study the impact of National or International celebrity credibility on brand equity. The relationship between endorser’s credibility, brand credibility and brand equity was examined by employing a field experiment in Tehran. Data were collected using a questionnaire from the respondents having ages 18 and or above. The result highlighted in this research paper showing a positive and significant relationship between endorser’s credibility and brand credibility, brand credibility and consumer based brand equity which helps to Results also highlighted that relationship between endorser’s credibility, brand credibility and brand equity varies by the type of celebrity employed i.e. national or International. Keywords: Celebrity Endorsement, Brand Credibility, Brand Equity, Perceived quality, Loyalty
关键词：Celebrity Endorsement; Brand Credibility; Brand Equity; Perceived quality; Loyalty