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

Dwivedi, Abhishek; Johnson, Lester W.; McDonald, Robert E. - In: Journal of Product & Brand Management 24 (2015) 5, pp. 449-461

Purpose – 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...

Persistent link: https://www.econbiz.de/10014897329