Celebrity endorsement, self-brand connection and consumer-based brand equity

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)449-461
Number of pages13
JournalJournal of Product and Brand Management
Volume24
Issue number5
DOIs
Publication statusPublished - 17 Aug 2015

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