Celebrity endorsement, self-brand connection and consumer-based brand equity. Issue 5 (17th August 2015)

• Record Type: Journal Article
• Authors: Dwivedi, Abhishek; Johnson, Lester W.; McDonald, Robert E.
• Is Part Of: Journal of product & brand management. Volume 24:Issue 5(2015)
• Page Start: 449
• Page End: 461
• Publication Date: 2015-08-17
• Subjects: SEM -- USA -- Moderation -- Celebrity endorsement -- Brand equity -- Self-brand connection; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-10-2014-0722
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : 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 on endorsed brand equity. Design/methodology/approach: – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings: – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications: – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value: – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.