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...

Ausführliche Beschreibung

Bibliografische Detailangaben

Hauptverfasser:	Ramendra Pratap Singh, Neelotpaul Banerjee
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	Elsevier 2021-06-01
Schriftenreihe:	IIMB Management Review
Schlagworte:	Celebrity credibility Brand credibility Brand equity Relationship continuity expectation
Online-Zugang:	http://www.sciencedirect.com/science/article/pii/S0970389621000252
Tags:	Tag hinzufügen Keine Tags, Fügen Sie das erste Tag hinzu!