BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE

Trust¬タモcommitment as a mediator of the celebrity endorser¬タモbrand equity relationship in a service context

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; ad...

The Influence of Perceived Personality Characteristics on Positive Attitude Towards and Suitability of a Celebrity as a Marketing Campaign Endorser

It is a common strategy to use celebrity endorsers in marketing campaigns. However, scientific literature on the effective use of celebrity endorsers has mainly focused on the credibility and the attractiveness of the celebrity. This study examines another endorser characteristic, which, despite other fields of psychological research confirming its importance, has not received much attention wi...

Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection

Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...

the effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:

it’s very difficult to differentiate the brands for companies in these days. because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. in this research using a research model and applying sem and pls, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand lo...