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The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

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  • Regina Burnasheva
  • Yong Gu Suh

Abstract

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

Suggested Citation

  • Regina Burnasheva & Yong Gu Suh, 2021. "The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms," International Business Research, Canadian Center of Science and Education, vol. 14(2), pages 1-29, February.
    • Handle: RePEc:ibn:ibrjnl:v:14:y:2021:i:2:p:29
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    References listed on IDEAS

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    1. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
    2. Nathalie Fleck & Michaël Korchia & Isabelle Le Roy, 2012. "Celebrities in Advertising: Looking for Congruence or Likability?," Post-Print hal-02291867, HAL.
    3. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    4. Noël Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Post-Print hal-01998102, HAL.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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