The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity
محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 15، شماره: 4
سال انتشار: 1401
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 178
فایل این مقاله در 22 صفحه با فرمت PDF قابل دریافت می باشد
- صدور گواهی نمایه سازی
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_JIJMS-15-4_008
تاریخ نمایه سازی: 2 مهر 1401
چکیده مقاله:
One of the important strategies to build powerful consumer-based brand equity (CBBE) for products is to connect them to celebrities. The use of this key marketing strategy is growing around the world. The present study aimed to explore the effects of endorser credibility and endorser congruence on CBBE while considering the mediating role of congruence and the moderating role of brand type (strong/weak). The statistical population of the study was comprised of the buyers of megamalls in Tehran, from among whom ۱۸۶ completed questionnaires were gathered using the simple random sampling method. Structural equation modeling in SmartPLS software was used to test the hypotheses. The results of the hypothesis tests showed that celebrity endorser’s credibility had a significant positive effect on endorser congruence and CBBE. In addition, endorser congruence had a positive impact on CBBE. The findings revealed that in the statistical sample of the present study, the effect of the variable celebrity endorser on congruence and CBBE did not differ from the perspective of brand type (strong/weak) and that this variable had a positive and significant effect on paths between ‘celebrity credibility-celebrity congruence’ and ‘celebrity credibility-CBBE’. Important theoretical and managerial implications have been derived from these findings.
کلیدواژه ها:
نویسندگان
آرش نقاش
PhD Candidate of Marketing Management, University of Isfahan, Isfahan, Iran
حسین رضایی دولت آبادی
Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
سید فتح الله امیری عقدائی
Associated Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
مراجع و منابع این مقاله:
لیست زیر مراجع و منابع استفاده شده در این مقاله را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود مقاله لینک شده اند :