Does Celebrity Endorsement Influence the Corporate Loyalty: Mediating Role of Corporate Credibility?
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.
References
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29. Lee, S., Scott, D., & Kim, H. (2008). Celebrity fan involvement and destination perceptions. Annals of Tourism Research, 35(3), 809-832.
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36. Muda, M., Musa, R., &Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help?. Procedia-Social and Behavioral Sciences, 42, 374-382.
37. Netemeyer, R. G., Boles, J. S., McKee, D. O., &McMurrian, R. (1997). An investigation into the antecedents of organizational citizenship behaviors in a personal selling context. The Journal of Marketing, 85-98.
38. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
39. Ranjbarian, B., Shekarchizade, Z., &Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399-407.
40. Singh, S. K. G. (2009). A Study on employee participation in decision making. Unitar e-journal, 5(1), 20-38.
41. Stallen, M., Smidts, A., Rijpkema, M., Smit, G., Klucharev, V., &Fernández, G. (2010). Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame. Journal of Economic Psychology, 31(5), 802-811.
42. Stephens, N., &Faranda, W. T. (1993). Using employees as advertising spokespersons. Journal of Services marketing, 7(2), 36-46.
43. TengFatt, J. P., Wei, M., Yuen, S., &Suan, W. (2000). Enhancing Corporate Image in Organizations. Management Research News, 5(6), 28-54.
44. Till, B. D., &Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
45. Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, 20(4), 535-547.
46. Van der Veen, R. (2008). Analysis of the implementation of celebrity endorsement as a destination marketing instrument. Journal of Travel & Tourism Marketing, 24(2-3), 213-222.
47. Wang, H. C., &Doong, H. S. (2010). Argument form and spokesperson type: The recommendation strategy of virtual salespersons. International journal of information management, 30(6), 493-501.
2. Amos, C., Holmes, G., &Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising,27(2), 209-234.
3. Black, J. S., &Gregersen, H. B. (1997). Participative decision-making: An integration of multiple dimensions. Human Relations, 50(7), 859-878.
4. Carlson, B. D., & Donavan, D. T. (2008). Concerning the effect of athlete endorsements on brand and team-related intentions. Sport Marketing Quarterly, 17(3), 154.
5. Chang, J., Wall, G., & Tsai, C. T. S. (2005). Endorsement advertising in aboriginal tourism: an experiment in Taiwan. International journal of tourism research, 7(6), 347-356.
6. Chih-Chung, C., Chang, C., & Lin, L. W. C. (2012). The effect of advertisement frequency on the advertisement attitude-the controlled effects of brand image and spokesperson's credibility. Procedia-Social and Behavioral Sciences, 57, 352-359.
7. Dinnen, S. (2002). Winners and losers: Politics and disorder in the Solomon Islands 2000-2002. Journal of Pacific History, 37(3), 285-298.
8. Erdogan, B. Z., Baker, M. J., &Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research,41(3), 39-48.
9. Ewin, R. E. (1993). Corporate loyalty: Its objects and its grounds. Journal of Business Ethics, 12(5), 387-396.
10. Fink, J. S., Parker, H. M., Cunningham, G. B., &Cuneen, J. (2012). Female athlete endorsers: Determinants of effectiveness. Sport Management Review, 15(1), 13-22.
11. Flavian, C., Torres, E., &Guinaliu, M. (2004). Corporate image measurement: A further problem for the tangibilization of Internet banking services. International Journal of Bank Marketing, 22(5), 366-384.
12. Friend, S. B., Bellenger, D. N., & Boles, J. S. (2009). Drivers of organizational commitment among sales people. Journal of Selling and Major Account Management, 9(1), 25-41.
13. Fryxell, G. E., & Wang, J. (1994). The Fortune corporate ‘reputation’index: reputation for what?. Journal of management, 20(1), 1-14.
14. Ghotbivayghan, B., Hoseinzadehshahri, M., &Ebrahimi, M. (2015). Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company). Case Studies in Business and Management, 2(1), 61.
15. Giampiccolo, D., Dang, H. T., Magnini, B., Dagan, I., Cabrio, E., & Dolan, B. (2008). The fourth Pascal recognizing textual entailment challenge. TAC 2008 Proceedings.
16. Han, E., & Ki, E. J. (2010). Developing a measure of celebrity reputation. Public Relations Review, 36(2), 199-201.
17. Hartline, M. D., & Ferrell, O. C. (1996). The management of customer-contact service employees: An empirical investigation. The Journal of Marketing, 52-70.
18. Hogg, M., Askegaard, S., Bamossy, G., & Solomon, M. (2006). Consumer behavior: a European perspective.
19. Kanibir, H., &Nart, S. (2009). Investigating the Drivers of Choice Behavior: Corporate Image, Perceived Risk and Trust Interactions Through Reputation Management. Journal of Global Strategic Management, 3(1), 121-134.
20. Ketchen, D. J., Adams, G. L., & Shook, C. L. (2008). Understanding and managing CEO celebrity. Business Horizons, 51(6), 529-534.
21. Kim, S. S., Agrusa, J., Lee, H., & Chon, K. (2007). Effects of Korean television dramas on the flow of Japanese tourists. Tourism Management,28(5), 1340-1353.
22. Kim, S. S., Lee, J., &Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131-145.
23. Kim, S. S., Wang, K. C., &Ahn, T. H. (2013). Which endorser and content are most influential in Korean restaurant promotions?. International Journal of Hospitality Management, 33, 208-218.
24. Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131.
25. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research,60(5), 447-453.
26. Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
27. Lee, J. G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of advertising research, 48(3), 433-449.
28. Lee, S. H., Ha, S. H., Hiep, N. M., Chang, W. J., & Koo, Y. M. (2008). Lipase-catalyzed synthesis of glucose fatty acid ester using ionic liquids mixtures. Journal of biotechnology, 133(4), 486-489.
29. Lee, S., Scott, D., & Kim, H. (2008). Celebrity fan involvement and destination perceptions. Annals of Tourism Research, 35(3), 809-832.
30. Lemmink, J., Schuijf, A., &Streukens, S. (2003). The role of corporate image and company employment image in explaining application intentions.Journal of Economic Psychology, 24(1), 1-15.
31. Lin, C. T., Wang, K. C., & Chen, W. Y. (2008). Female tour leaders as advertising endorsers. The Service Industries Journal, 28(9), 1265-1275.
32. Lord, K. R., &Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues & Research in Advertising, 31(1), 1-13.
33. Lowin, A., & Craig, J. R. (1968). The influence of level of performance on managerial style: An experimental object-lesson in the ambiguity of correlational data. Organizational Behavior and Human Performance, 3(4), 440-458.
34. Magnini, V. P., Garcia, C., & Honeycutt, E. D. (2010). Identifying the attributes of an effective restaurant chain endorser. Cornell Hospitality Quarterly, 51(2), 238-250.
35. Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69.
36. Muda, M., Musa, R., &Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help?. Procedia-Social and Behavioral Sciences, 42, 374-382.
37. Netemeyer, R. G., Boles, J. S., McKee, D. O., &McMurrian, R. (1997). An investigation into the antecedents of organizational citizenship behaviors in a personal selling context. The Journal of Marketing, 85-98.
38. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
39. Ranjbarian, B., Shekarchizade, Z., &Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399-407.
40. Singh, S. K. G. (2009). A Study on employee participation in decision making. Unitar e-journal, 5(1), 20-38.
41. Stallen, M., Smidts, A., Rijpkema, M., Smit, G., Klucharev, V., &Fernández, G. (2010). Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame. Journal of Economic Psychology, 31(5), 802-811.
42. Stephens, N., &Faranda, W. T. (1993). Using employees as advertising spokespersons. Journal of Services marketing, 7(2), 36-46.
43. TengFatt, J. P., Wei, M., Yuen, S., &Suan, W. (2000). Enhancing Corporate Image in Organizations. Management Research News, 5(6), 28-54.
44. Till, B. D., &Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
45. Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, 20(4), 535-547.
46. Van der Veen, R. (2008). Analysis of the implementation of celebrity endorsement as a destination marketing instrument. Journal of Travel & Tourism Marketing, 24(2-3), 213-222.
47. Wang, H. C., &Doong, H. S. (2010). Argument form and spokesperson type: The recommendation strategy of virtual salespersons. International journal of information management, 30(6), 493-501.
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: 27 may 2023.
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Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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