Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)

Abstract

Nowadays, the use of celebrity endorsement in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products and corporate loyalty because of their special and unique abilities or characteristics.Study result show that the celebrity endorsement has a positive effect on corporate image, corporate credibility and corporate loyalty. Moreover corporate image have a positive effect on corporate credibility and corporate credibility have a positive effect on corporate loyalty.

Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach

“…Despite these studies on advertising credibility, there is little evidence available on the effects of similar credibility constructs on brand and corporation (Kim et al , 2014; Ghotbivayghan et al , 2015), which also suggests that advertising credibility can bring a positive effect on these constructs. Firms that use credible advertising influence consumers’ attributes and evaluation of the association between the advertising and brand and corporation (Kim et al , 2014; Ghotbivayghan et al , 2015). Advertising credibility helps in creating and conveying positive consumer opinions towards the credibility and image of the brand (Kim et al , 2014; Ghotbivayghan et al , 2015).…”

“…Firms that use credible advertising influence consumers’ attributes and evaluation of the association between the advertising and brand and corporation (Kim et al , 2014; Ghotbivayghan et al , 2015). Advertising credibility helps in creating and conveying positive consumer opinions towards the credibility and image of the brand (Kim et al , 2014; Ghotbivayghan et al , 2015). The characteristics of credible advertising are also able to confer credibility on the corporation and enhance its overall image (Magnini et al , 2010; Kim et al , 2014; Ghotbivayghan et al , 2015).…”

“…Advertising credibility helps in creating and conveying positive consumer opinions towards the credibility and image of the brand (Kim et al , 2014; Ghotbivayghan et al , 2015). The characteristics of credible advertising are also able to confer credibility on the corporation and enhance its overall image (Magnini et al , 2010; Kim et al , 2014; Ghotbivayghan et al , 2015). In sum, higher investments made through credible advertising lead to a higher level of brand credibility, brand image, corporate credibility and corporate image, while lower level of advertising credibility can badly damage their credibility and image (Seno and Lukas, 2007; Spry et al , 2011).…”

“…Despite the importance of advertising credibility for brand credibility, brand image, corporate credibility, brand image and corporate image, the literature (Cotte et al , 2005; Prendergast et al , 2009; Yakoop et al , 2013; Rhodes and Wilson, 2018) suggests that most researchers have examined its effects on attitude towards the brand, purchase intention, different product types, different advertising media and different demographics, while there is little on examining its effects on brand credibility, brand image, corporate credibility and corporate image. Empirical research (Kim et al , 2014; Ghotbivayghan et al , 2015) shows that a credible source enhances the credibility and image of other connected sources, such that credible advertising can also be suggested to increase the credibility of the brand and corporation, and can also have a positive effect on their images.…”

Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

“…Using a similar construct to trust, that of celebrity trustworthiness, researchers have explored the relationship between celebrity trustworthiness and other constructs. Early research on celebrity trustworthiness explored its effects on attitude towards advertising (Goldsmith et al ,2000), attitude towards brand (Silvera and Austad, 2004) and purchase intention (Lafferty et al, 2002), while later studies focused on the effects on brand credibility (Spry et al, 2011;Wang and Scheinbaum, 2018), brand equity (Dwivedi and Johnson, 2013), corporate credibility (Kim et al, 2014), corporate image (Ghotbivayghan et al, 2015) and self-brand connection (Dwivedi et al, 2015). However, despite these numerous studies (Dwivedi and Johnson, 2013;Ghotbivayghan et al, 2015;Cuomo et al, 2019), there is very little evidence available on the importance of celebrity trust.…”