Abstract
Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.
Highlights
Celebrity endorsements play a significant role in marketing and advertising as a popular tool for promoting brands
Past studies have offered essential contributions, relatively little is known about the mediating and moderating mechanisms in this relation between Celebrity endorser’s credibility (CEC) and brand loyalty
By applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which CEC effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence
Summary
Celebrity endorsements play a significant role in marketing and advertising as a popular tool for promoting brands. Past studies have offered essential contributions, relatively little is known about the mediating (brand relationship quality) and moderating (celebrity-brand congruence) mechanisms in this relation between CEC and brand loyalty. To address these issues, by applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which CEC effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. This study explores the followings: (i) brand relationship quality mediating effect to the association between CEC and brand loyalty; and (ii) the moderating role of celebrity-brand congruence in the association between CEC and brand relationship quality construct
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
