Abstract
The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity.
Original language | English |
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Pages (from-to) | 449-461 |
Number of pages | 13 |
Journal | Journal of Product and Brand Management |
Volume | 24 |
Issue number | 5 |
DOIs | |
Publication status | Published - 17 Aug 2015 |