Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context |
Abstract:
The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesize outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements. |
| Keywords: |
Trust,commitment , mediator , celebrity ,endorser–brand ,equity, relationship ,service context |
| Author(s): |
Abhishek Dwivedi, Lester W. Johnson |
| Source: |
Australasian Marketing Journal 21 (2013) 36–42 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2013 |
| No of Pages: |
7 |
| Price(Tomans): |
0 |
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