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

Abhishek Dwivedi; Lester W Johnson; Robert E McDonald

doi:10.1108/JPBM-10-2014-0722

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

Abhishek Dwivedi
, Lester W Johnson
, Robert E McDonald

Texas Tech University at Lubbock

Research output: Contribution to journal › Article › peer-review

173 Citations (Scopus)

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
Pages (from-to)	449-461
Number of pages	13
Journal	Journal of Product and Brand Management
Volume	24
Issue number	5
DOIs	https://doi.org/10.1108/JPBM-10-2014-0722
Publication status	Published - 17 Aug 2015

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title = "Celebrity endorsement, self-brand connection and consumer-based brand equity",

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.",

keywords = "SEM, USA, Moderation, Celebrity endorsement, Brand equity, Self-brand connection",

author = "Abhishek Dwivedi and Johnson, \{Lester W\} and McDonald, \{Robert E\}",

note = "Includes bibliographical references",

year = "2015",

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doi = "10.1108/JPBM-10-2014-0722",

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AU - Dwivedi, Abhishek

AU - Johnson, Lester W

AU - McDonald, Robert E

N1 - Includes bibliographical references

PY - 2015/8/17

Y1 - 2015/8/17

N2 - 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.

AB - 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.

KW - SEM

KW - USA

KW - Moderation

KW - Celebrity endorsement

KW - Brand equity

KW - Self-brand connection

U2 - 10.1108/JPBM-10-2014-0722

DO - 10.1108/JPBM-10-2014-0722

M3 - Article

SN - 1061-0421

VL - 24

SP - 449

EP - 461

JO - Journal of Product and Brand Management

JF - Journal of Product and Brand Management

IS - 5

ER -

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

Abstract

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