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Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context

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  • Dwivedi, Abhishek
  • Johnson, Lester W.

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 hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.

Suggested Citation

  • Dwivedi, Abhishek & Johnson, Lester W., 2013. "Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context," Australasian marketing journal, Elsevier, vol. 21(1), pages 36-42.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:36-42
    DOI: 10.1016/j.ausmj.2012.10.001
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    Cited by:

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    3. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    4. Pham Minh & Dang Thao Yen & Ngo Thi Huong Quynh & Hoang Thi Hong Yen & Tran Thi Thanh Nga & Nguyen Van Quoc, 2021. "Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(2), pages 81-96.
    5. Mohammed Arshad Khan & Faisal Alhathal & Shahid Alam & Syed Mohd Minhaj, 2023. "Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    6. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Iglesias, Oriol & Markovic, Stefan & Rialp, Josep, 2019. "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy," Journal of Business Research, Elsevier, vol. 96(C), pages 343-354.
    8. Yuan, Chun Lin & Moon, Hakil & Kim, Kyung Hoon & Wang, Shuman, 2021. "The influence of parasocial relationship in fashion web on customer equity," Journal of Business Research, Elsevier, vol. 130(C), pages 610-617.
    9. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.

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