Work

The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship

Year: 2021

Type: article

Abstract: This study examines the role of celebrity credibility in building brand equity and relationship continuity using brand credibility as a mediator. The experience of smartphone use is considered a moderator. This study included a survey of 376 select participants. The model is tested using structural equation modelling. Brand credibility partially mediates the positive influence of celebrity credibility on brand equity and expectation of relationship continuity. A significant difference is found for new users in terms of relationship continuity expectations. This study examines the hitherto unexplored role of celebrity credibility in the case of the smartphone. Relationship continuity, an important construct in services, is tested for a tangible product.

Source: IIMB Management Review

DOI: 10.1016/j.iimb.2021.03.010

Authors: Ramendra Pratap Singh, Neelotpaul Banerjee

Institutions: ICFAI Business School, ICFAI Foundation for Higher Education, National Institute of Technology Durgapur

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,200

OpenAlex ID: W3137680690

FWCI: 5.055

Cites: 104

Cited by: 31

Related to: 10