A Conceptual Model in Marketing: Celebrity Endorsement, Brand Credibility and Brand Equity

Abstract

Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. The aim of this paper is study the impact of National or International celebrity credibility on brand equity. The relationship between endorser’s credibility, brand credibility and brand equity was examined by employing a field experiment in Tehran. Data were collected using a questionnaire from the respondents having ages 18 and or above. The result highlighted in this research paper showing a positive and significant relationship between endorser’s credibility and brand credibility, brand credibility and consumer based brand equity which helps to Results also highlighted that relationship between endorser’s credibility, brand credibility and brand equity varies by the type of celebrity employed i.e. national or International.

Keywords: Celebrity Endorsement, Brand Credibility, Brand Equity, Perceived quality, Loyalty