Abstract
The purpose of this research is to explore the impact of attributes of celebrity influence corporate loyalty and corporate image by concentrating on the mediating role of corporate credibility. Simple random sampling technique used to collect responses from respondents. Adapting the questionnaire survey method, data were collected from 450 respondents from public. All the statistical analysis was performed on SPSS and AMOS. Results showed that attributes of celebrity impact positively on corporate image and corporate loyalty. Corporate credibility partially mediates the relationship between attributes of celebrity and corporate image. The study also revealed the relationship of corporate loyalty on corporate credibility. This research will help the organizations to understand how to deal with customers in different ways in order to enhance profit, boost loyalty and image of corporation in the favor of organization and do no harm to their organization.
Highlights
Celebrities are playing role in various field of life including communication, sport management, economic behavior, and specially marketing and advertising policies
H4: Corporate credibility is likely to have a positive effect on corporate loyalty
H5: Corporate image is likely to have a positive effect on corporate credibility
Summary
Celebrities are playing role in various field of life including communication, sport management, economic behavior, and specially marketing and advertising policies. If a celebrity will be attractive and expertise in his profession the trust of customers will be enhanced and this will definitely create a good image of corporation and loyalty. If any corporation cast a well known celebrity it will create a good image among customers and it enhances credibility of that corporation. Efforts to acquire high levels of customer retention conduct the marketers to examine effect of celebrity on the consumer's understanding from the corporate image, corporate trust and loyalty to the company. The purpose of this study is to examine that the attributes of celebrity affects corporate loyalty and corporate image by concentrating the role of corporate credibility. This study contributes to the research on celebrity attributes and corporate loyalty corporate image by showing that corporate credibility are relevant affect related variables in determining the importance of celebrity attributes in public
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