Examining the effects of celebrity endorsements on brand equity and self-brand connection

Abhishek Dwivedi, Lester Johnson, Robert E. McDonald

Research output: Book chapter/Published conference paperConference paper

56 Citations (Scopus)
7 Downloads (Pure)

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
Original languageEnglish
Title of host publication4th International Consumer Brand Relationships Conference
Subtitle of host publicationConference proceeding
EditorsRichardo Cayolla Chairs, Joaquim Borges Gouveia, Marc Fetscherin
Place of PublicationUnited Kingdom
PublisherEmerald
Pages449-461
Number of pages13
Volume24
Edition5
Publication statusPublished - Aug 2015
Event4th International Consumer-Brand Relationship Conference - Porto, Portugal, Portugal
Duration: 21 May 201523 May 2015

Conference

Conference4th International Consumer-Brand Relationship Conference
CountryPortugal
Period21/05/1523/05/15

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