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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Главные авторы:	Ramendra Pratap Singh, Neelotpaul Banerjee
Формат:	Artigo
Язык:	Inglês
Опубликовано:	Elsevier 2021-06-01
Серии:	IIMB Management Review
Предметы:	Celebrity credibility Brand credibility Brand equity Relationship continuity expectation
Online-ссылка:	http://www.sciencedirect.com/science/article/pii/S0970389621000252
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