The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship

This study examines the role of celebrity credibility in building brand equity and relationship continuity using brand credibility as a mediator. The experience of smartphone use is considered a moderator. This study included a survey of 376 select participants. The model is tested using structural...

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Bibliografiska uppgifter

Huvudupphov:	Ramendra Pratap Singh, Neelotpaul Banerjee
Materialtyp:	Artigo
Språk:	Inglês
Utgiven:	Elsevier 2021-06-01
Serie:	IIMB Management Review
Ämnen:	Celebrity credibility Brand credibility Brand equity Relationship continuity expectation
Länkar:	http://www.sciencedirect.com/science/article/pii/S0970389621000252
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