This paper owes a great deal to Doug Laxton. We also thank Phil Lowe, Glenn Stevens and participants in a seminar at the Reserve Bank of Australia for helpful comments. The views expressed in this paper are those of the authors and not necessarily those of the Reserve Bank of Australia. Use of any results from this paper should clearly attribute the work to the authors and not to the Reserve Ba...

Brand communication via social media influencers (SMIs) has become a vital constituent of firms’ brand strategy. The current study assesses the mediated (via content engagement) and direct influence SMI attributes esthetics on followers’ attitude toward endorsed brand-link click behavior. analyzed data from an online survey 300 followers top 40 Instafamous Pakistani SMIs to test model hypothese...

The phenomenon of men who are now more aware and concerned about their selfappearance positively impacts the Indonesian men's personal care market. Therefore, this study aims to analyze effect eWOM source credibility on Kahf's brand image. Through research, it is hoped produce an appropriate marketing strategy build a positive image in minds consumers. This research was conducted using quantita...

In this paper, we present the findings of a qualitative analysis of 15,750 comments left by 2,041 participants in a Reconcile web credibility evaluation study. While assessing the credibility of the presented pages, respondents of the Reconcile studies were also asked to justify their ratings in writing. This work attempts to give an insight into the factors that affected the credibility assess...

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...

Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is limited empirical insight into its antecedents consequences. This study, grounded signaling social identity theories, introduces relationship between endorser credibility, engagement, consumer identification as pro-a...

P behavioral research has suggested that advertising can influence a consumer’s quality evaluation through informative and transformative effects. The informative effect acts directly to inform a consumer of product attributes and hence shapes her evaluations of brand quality. The transformative effect affects the consumer’s evaluation of brand quality by enhancing her assessment of her subsequ...

Product endorsement has become a common marketing method. Many companies hire famous person to act as the spokesman for product and brand. They want use celebrity’s fame attractiveness promote their products brands. However, is every celebrity suitable be product? In addition, in era of advanced technology, whether comments on Internet credibility affect consumers’ purchase intention through he...

While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, related, concepts, as therefore explored in this article. Drawing on social identity theory service-dominant-logic, study develops tests a model that explores effect customers' credibility, -value congruence, -experience their identificatio...