Credibility, Emotion or Reason?

Maathuis, Onno; Rodenburg, J. M.; Sikkel, Dirk

doi:10.1057/palgrave.crr.1540003

Cited by 60 publications

(56 citation statements)

References 3 publications

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“…Indeed, this comprehensive review defines celebrity endorsement and customer based brand equity according to McCracken (1989) and Aaker (1991) respectively, whereas many authors define these variables (e.g., Boorstin, 1961;Keller, 1993;Shocker et al, 1994;Khatri, 2006;Pappu et al, 2006). Further, this review provides evidence for the relationship of celebrity endorsement and customer based brand equity to the other dimensions and constructs comprehensively (e.g., Zafar & Rafique, n. d.; Moschis et al, 1984;Kamins et al, 1989;Ohanian, 1990Ohanian, & 1991Aaker, 1991;Yoo, Donthu & Lee, 2000;Erdem & Swait, 1998Maathuis et al, 2004;Thammawimutti & Chaipoopirutana, 2005;Swait & Erdem, 2007;Torres & Tribo, 2007;Chen & Chang, 2008;Sweeney & Swait, 2008;Prevot, 2009;Jafar et al, 2011;Jain, 2011;Spry et al, 2011;Anjum et al, 2012;Arokiasamy, 2012;Senthilnathan & Tharmi, 2012;Sheng & Teo, 2012;Al-Al-Dmour et al, 2013;Jahanzeb et al, 2013;Karunanithy & Sivesan, 2013;Khoshsima et al, 2013;Sharma & Kumar, 2013;Sivesan, 2013).…”

Section: Resultsmentioning

confidence: 99%

“…Accordingly, celebrity endorsement is associated with a higher level of brand credibility (Spry et al, 2011), whereas brand credibility can build customer based brand equity (Erdem & Swait, 1998. Moreover, the brand credibility impact on emotion and reason in consumers' decision making (e.g., Maathuis et al, 2004); consumer choice and choice set formation (e.g., Swait & Erdem, 2007) word-of-mouth and switching behaviors among customers (e.g., Sweeney & Swait, 2008); brand loyalty and customer satisfaction (e.g., Khoshsima et al, 2013).…”

Section: Definitions Of Celebrity Endorsementmentioning

confidence: 99%

“…These are considered as the gaps in the literature and this study aims to fill these gaps. Further, this study uses previous literatures in advertising, advertising research, air transport management, bank marketing, business and behavioral sciences, business and management sciences, business research, consumer psychology, consumer research, corporate reputation, information management, innovative marketing, management, management and business research, management and social sciences, marketing, financial services and management research, marketing and management, marketing science, retailing and consumer services, product and brand management to comprehensively cover the relationship variables to celebrity endorsement and customer based brand equity (e.g., Zafar & Rafique, n.d.;Moschis, Moore, & Stanley, 1984;Kamins et al, 1989;Ohanian, 1990Ohanian, & 1991Aaker, 1991;Yoo, Donthu, & Lee, 2000;Erdem & Swait, 1998Maathuis, Rodenburg, & Sikkel, 2004;Thammawimutti & Chaipoopirutana, 2005;Swait & Erdem, 2007;Torres & Tribo, 2007;Chen & Chang, 2008;Sweeney & Swait, 2008;Prevot, 2009;Jafar, Adidam, & Prasad, 2011;Jain, 2011;Spry et al, 2011;Anjum, Dhanda, & Nagra, 2012;Arokiasamy, 2012;Senthilnathan & Tharmi, 2012;Sheng & Teo, 2012;Al-Al-Dmour, Al-Zu'bi, & Kakeesh, 2013;Jahanzeb, Fatima, & Butt, 2013;Karunanithy & Sivesan, 2013;Khoshsima, Kiani, Safari, Amari, Shifte, & Vaseei, 2013;Sharma & Kumar, 2013;Sivesan, 2013) to review the variables and dimensions impact on celebrity endorsement and customer based brand equity, and formulate a comprehensive model in relation to relationship variables to celebrity endorsement and customer based brand equity.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Thusyanthy¹,

Tharanikaran²

2015

IJBM

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Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.

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Section: Resultsmentioning

confidence: 99%

Section: Definitions Of Celebrity Endorsementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Thusyanthy¹,

Tharanikaran²

2015

IJBM

View full text Add to dashboard Cite

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“…Credibility is one of the significant attributes of a brand (Maathuis, Rodenburg & Sikkel, 2004;Spry et al, 2011). Erdem and Swait (2004) define brand credibility is the believability of a brand, which has the willingness (i.e., trustworthiness) and ability (i.e., expertise) to deliver what has been promised.…”

Section: Brand Credibilitymentioning

confidence: 99%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

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“…Maathuis et al (2004) and Swait and Erdem (2007) have insisted on the significance of brand credibility in consumer"s decision-making and choice perceptions. Brand credibility refers to as risk-minimization approach for customers as they commend the brand qualifications and regarding the products worth they have convincing psychological motivation.…”

Section: Brand Credibilitymentioning

confidence: 99%

The relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and brand loyalty: an empirical study on Stylo shoes

Rizwan¹,

Javed²,

Aslam³

et al. 2014

JSR

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Group advertisement can help build brands, but dependability is what makes them preceding. If people believe they share values with an organization, they will remain loyal to the particular brand." There is only one boss "the customer" and he can fire everybody in the company, simply investing money somewhere else, he wants. Keeping in mind that costumers are a challenging aspect for organizations, our study aims to contribute in the brand loyalty. There is a rapid increase seen in the needs of brands in the market, now a day. Customers feel good, safe, proud, sophisticated, satisfied and obliged having brands, explained by research. As customers want brands and the main purpose of this research paper was to study the contribution of brand equity, perceived quality, consumer satisfaction, brand commitment, brand credibility, and brand trust for building brand loyalty. Also, present the role of brand loyalty on brand equity. Our study also explains that how can be the customers remain loyal with a brand and what they need in it and what will be the future of all this. A self-administered questionnaire was developed to collect data from randomly selected 200 female consumers of Stylo shoes in Pakistan. We constructed a structural model and tested it. The SPSS analysis was performed in order to check the fit of conceptual model presented. To evaluate the relationship between variables, correlation and regression analysis was also used. The findings of this study demonstrate that all the variables positively and significantly effects brand loyalty. Additionally, the relationship of brand loyalty and brand equity was also seen. This article and its findings have numerous limitations and give directions for future work.

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Credibility, Emotion or Reason?

Cited by 60 publications

References 3 publications

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

The relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and brand loyalty: an empirical study on Stylo shoes

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