Does Celebrity Endorsement Influence the Corporate Loyalty: Mediating Role of Corporate Credibility?

  • Salman Arshad University of Sargodha Gujranwala Campus, Pakistan
  • Maryam Ikram University of Education Lahore, Pakistan
  • Muhammad Yahya University of Sargodha Gujranwala Campus, Pakistan
  • Qasim Ali Nisar Universiti Utara, Malaysia

Abstract

Celebrity endorsement in product marketing and advertising is one of the most important factors in companies’ promotion strategies. Celebrities as one of the major tools in advertising can lead to encouraging consumers to use specific products and corporate loyalty because of their special and unique abilities or characteristics. The purpose of this study is to examine the effect of celebrity endorsement on corporate loyalty by concentrating on the mediating role of corporate credibility. Questionnaire survey method was adopted for data collection and data have been collected by applying simple random sampling technique. Study result revealed that the celebrity endorsement has a positive effect on corporate credibility and corporate loyalty. Moreover, corporate credibility has a positive effect on corporate loyalty. Moreover, corporate credibility significantly mediates the relationship between celebrity endorsement and corporate loyalty. At the end of this article, obstruction of this study, implementation, and outlines for another research also provided.

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Published
2017-12-12
How to Cite
ARSHAD, Salman et al. Does Celebrity Endorsement Influence the Corporate Loyalty: Mediating Role of Corporate Credibility?. International Journal of Social Sciences, Humanities and Education, [S.l.], v. 1, n. 4, p. 308-319, dec. 2017. ISSN 2521-0041. Available at: <http://ijsshe.com/index.php/ijsshe/article/view/50>. Date accessed: 19 aug. 2018.
Section
Articles