Celebrity endorsement, brand credibility and brand equity

Spry, Amanda, Pappu, Ravi and Cornwell, Bettina (2011) Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45 6: 882-909. doi:10.1108/03090561111119958

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Author Spry, Amanda
Pappu, Ravi
Cornwell, Bettina
Title Celebrity endorsement, brand credibility and brand equity
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2011
Sub-type Article (original research)
DOI 10.1108/03090561111119958
Open Access Status
Volume 45
Issue 6
Start page 882
End page 909
Total pages 28
Place of publication W Yorks, United Kingdom
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose –
This research examines the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also examined. The endorser credibility brand equity relationship was developed using associative learning principles whereas the brand signalling theory was applied to examine the mediating role of brand credibility.

Methodology –

The conceptual framework was tested using a field experiment. Data were collected using a mall-intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.

Findings –
Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the ‘endorser credibility-brand credibility’ and ‘endorser credibility-brand equity’ relationships did not vary according to the type of branding employed.

Practical implications –

In support of past findings the present study shows that, a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.

Originality/value –

The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer-based brand equity.
Keyword Celebrity endorsement
Endorser credibility
Brand credibility
Brand equity
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 37 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 60 times in Scopus Article | Citations
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Created: Sun, 23 Jan 2011, 05:42:26 EST by Dr Ravi Pappu on behalf of UQ Business School