文章基本信息

标题：The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms
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作者：Regina Burnasheva ; Yong Suh
期刊名称：International Business Research
印刷版ISSN：1913-9004
电子版ISSN：1913-9012
出版年度：2021
卷号：14
期号：2
页码：29
DOI：10.5539/ibr.v14n2p29
出版社：Canadian Center of Science and Education
摘要：Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.
关键词：celebrity endorsement; brand relationship quality; celebrity-brand congruence; brand loyalty; Korean millennials.