The Mediating Effects of Presumed Influences on Taiwanese Consumers’ Skepticism toward Celebrity Endorsed Advertising

Pan, Po‐Lin; Meng, Juan; Lee, Pei-Ling

doi:10.1080/08961530.2016.1236310

Cited by 11 publications

(13 citation statements)

References 39 publications

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“…Unlike past studies that have shown the effect of celebrities on brand associations or brand image (Chan et al, 2013;Dwivedi et al, 2015;Ilicic and Webster, 2015;Malodia et al, 2017), we refine this effect by considering a multidimensional construct of brand image and distinguishing a functional from a sensory/ visual dimension. We contribute to understanding the effects of celebrities' credibility on consumer perceptions, in line with past studies (Pan et al, 2017;Wang and Close-Scheinbaum, 2018).…”

Section: Theoretical Contributionssupporting

confidence: 75%

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Huaman-Ramirez

Merunka

2021

JCM

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Purpose This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both celebrity CEOs’ credibility and the image of their brand. Design/methodology/approach A total of 260 participants knowledgeable of CEOs and their corresponding brands completed an online questionnaire in a cross-sectional study. The data were analyzed through covariance-based structural equation modeling. Findings Celebrity CEOs’ expertise and attractiveness are positively related to both functional and sensory/visual images of their brands. Results also demonstrate the positive effect of materialism on both celebrity CEOs’ credibility and brand image. Research limitations/implications The research was conducted in one country (France) using a cross-sectional design. Additional studies in other settings or countries should be carried out to establish the generalizability of results and strengthen causality inferences. Practical implications CEOs need to understand and manage their key role as celebrities, given the direct influence they may have on consumer brand perceptions and behavior. Originality/value This study refines the relationship between celebrity CEOs’ credibility and brand image. It is the first to introduce and validate the effect of consumer materialism on the perception of celebrity CEOs.

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Section: Theoretical Contributionssupporting

confidence: 75%

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Huaman-Ramirez

Merunka

2021

JCM

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“…First, with regard to advertising skepticism, we argued that understanding of the direct and indirect effects of skepticism vis-à-vis the consumers’ perceptions about brands (Wyer and Hong, 2010) as well as their attitudes toward brands (Pan et al , 2017; Yagci et al , 2009) was lacking. In this study, we took advertising skepticism as an independent factor and examined its direct and indirect effect on the consumers’ attitudes toward brand.…”

Section: Discussion Implications Limitations and Conclusionmentioning

confidence: 99%

“…Much research has been conducted on advertising skepticism, particularly with regard to the consumers’ attitudes toward advertisements. However, with regard to the consumers’ attitudes toward brands, the understanding is rather poor (Pan et al , 2017; Yagci et al , 2009; Wyer and Hong, 2010). With regard to need for cognition and the consumer’s attitude, studies look at need for cognition rather indirectly (Zhang et al , 2017; Brennan and Bahn, 2006; Chang and Yen, 2013; Putrevu et al , 2004; Batra and Stayman, 1990), and there is little research that examines how need for cognition as an independent factor relates to the consumers’ attitudes.…”

Section: Introductionmentioning

confidence: 99%

Advertising skepticism, need for cognition and consumers’ attitudes

Raziq

Ahmed

Ahmad

et al. 2018

MIP

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Purpose The purpose of this paper is to examine the relationship of advertising skepticism and need for cognition with consumers’ attitudes toward brand. There is currently limited understanding on how advertising skepticism and need for cognition relate to the consumers’ attitudes. Design/methodology/approach Using a “within-brand-comparison” strategy, a mock print advertisement of a telecom brand is shown to 204 cellular services users in Pakistan. This is followed by a survey. Data are analyzed using a variance-based structural equation modeling. Findings The relationship of advertising skepticism with attitude toward brand is negative and partially mediated by the sequence of brand image, advertisement believability and attitudes toward advertisement. In contrast, the relationship between need for cognition and attitude toward brand is positive and fully mediated by the sequence of brand image, advertisement believability and attitudes toward advertisement. Originality/value The paper fills some theoretical as well as empirical gaps by showing how (in a within-brand comparative advertisement context) advertising skepticism and need for cognition relate to the consumers’ attitudes toward brand.

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“…This means that the issues pertaining to consumer engagement and loyalty remain unaddressed and thus demand considerable energy and effort. Moreover, academically, the research with regard to social media and branding also remains poor (Pan, Meng, & Lee, 2017) and the current study aims to fill this gap by constituting a conceptual model, that empirically tests the relationships amidst social media marketing (SMM), brand consciousness and brand loyalty.…”

Section: R E S E a R C H O B J E C T I V E Smentioning

confidence: 99%

Examining Brand Loyalty & Brand Consciousness through the lens of Social Media Marketing

Ahmed

Hussain

2018

Asia Pr soc sci

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The study explores how social media marketing activities build brand loyalty and how this relationship is mediated through brand consciousness. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 320 under-graduate and graduate students. Data analysis was conducted through SPSS 23.0 for demographic comparisons and SmartPLS 3 for evaluating the measurement and structural model of the study. The findings show that social media marketing has a significant positive influence on brand loyalty but this relationship is partially mediated by brand consciousness. In the same manner, social media marketing exerts a significant positive impact on brand consciousness and resultantly, brand consciousness also exerts a significant positive impact on brand loyalty. The results provide valuable insights for marketers in integrating social media as a driving tool for developing brand engagement strategies that not only provide awareness about products/services but also generate a cult following for them.

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The Mediating Effects of Presumed Influences on Taiwanese Consumers’ Skepticism toward Celebrity Endorsed Advertising

Cited by 11 publications

References 39 publications

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Advertising skepticism, need for cognition and consumers’ attitudes

Examining Brand Loyalty & Brand Consciousness through the lens of Social Media Marketing

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