Celebrity endorsement, brand credibility and brand equity

2011 ◽  
Vol 45 (6) ◽  
pp. 882-909 ◽  
Author(s):  
Amanda Spry ◽  
Ravi Pappu ◽  
T. Bettina Cornwell
Keyword(s):  
Brand Equity ◽  
Celebrity Endorsement ◽  
Brand Credibility

Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

2019 ◽  
Vol 12 (1) ◽  
pp. 62
Author(s):  
Deandra Vidyanata
Keyword(s):  
Brand Equity ◽  
Celebrity Endorsement ◽  
The Past ◽  
Brand Credibility ◽  
Endorser Credibility ◽  
Celebrity Endorsers

The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.

scholarly journals Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

2020 ◽  
Vol 13 (4) ◽  
pp. 147-177
Author(s):  
Masood Hassan ◽  
Muhammad Adnan Bashir ◽  
Muhammad Azeem Qureshi
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Service Sector ◽  
Service Industry ◽  
Consumer Preference ◽  
Brand Value ◽  
Brand Trust ◽  
Service Companies ◽  
Brand Association ◽  
Brand Credibility

In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

scholarly journals Building Brand Equity through Corporate Societal Marketing

2002 ◽  
Vol 21 (1) ◽  
pp. 78-89 ◽  
Author(s):  
Steve Hoeffler ◽  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Awareness ◽  
Future Research ◽  
Research Directions ◽  
Brand Engagement ◽  
Brand Credibility ◽  
Future Research Directions ◽  
Research Propositions ◽  
Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

Emotional Branding Through Celebrity Endorsements

2018 ◽  
pp. 273-287
Author(s):  
Kopal Agrawal Dhandhnia ◽  
Sanjeev Tripathi
Keyword(s):  
Brand Equity ◽  
Brand Strategy ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Celebrity Advertising ◽  
Positive Effect

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.

Leveraging Virtual Communities to Enhance Brand Equity

2021 ◽  
pp. 1256-1270
Author(s):  
Kelley A. O'Reilly ◽  
Brett M. Kelley ◽  
Karen M. Lancendorfer
Keyword(s):  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Brand Communities ◽  
Practice Recommendations ◽  
Marketing Relationships ◽  
Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

2020 ◽  
Vol 35 (1) ◽  
pp. 63-74
Author(s):  
Charitha Harshani Perera ◽  
Rajkishore Nayak ◽  
Long Thang Van Nguyen
Keyword(s):  
Higher Education ◽  
Sri Lanka ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Model ◽  
Subjective Norms ◽  
Private Higher Education ◽  
Content Type ◽  
Brand Credibility

PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

scholarly journals Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Alvin Alvin
Keyword(s):  
Brand Equity ◽  
Model Test ◽  
Indirect Effect ◽  
Product Innovation ◽  
Purchase Intention ◽  
Perceived Value ◽  
Green Product ◽  
Self Identity ◽  
Brand Credibility ◽  
Green Product Innovation

The purpose of this study was to analyze the influence of Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility to Green Purchase Intention through Green Brand Equity on Skin Care Korean Products in Indonesia. Respondents in this research is done by taking a sampling with purposive judgement selection on Innisfree and Nature Republic customer in Indonesia. The method is carried out in the form of survey method with the dissemination of questionnaires with population numbers 250 people. In conducting this research, the author uses the validity test, reability, , estimation model test, structural model test, classic t test. In conducting this research, the author uses the SPSS application version 17.0 and Lisrel 9. The results of this research show that the Green Perceived has no effect on Green Purchase Intention, Green Perceived Value has no effect on Green Brand Equity, Green Product Innovation has no effect on Green brand Equity, Green Self Identity affect positively on Green Brand Equity, Brand Credibility affect positively on Green Brand Equity, Brand Credibility affect positively on Green Purchase Intention, Green Product Innovation hasn’t indirect effect on Green Purchase Intention, Green Self Identity has indirect effect on Green Purchase Intention

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

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