The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

Aneela  Jabbar; Adnan Ahmed  Sheikh; Syed Hassan  Raza

doi:10.69565/jems.v3i3.337

Authors

Aneela Jabbar Ph.D. Candidate, Department of Business Administration, Air University Islamabad, Multan Campus, Pakistan
Adnan Ahmed Sheikh Associate Professor of Marketing, Department of Business Administration, Air University Islamabad, Multan Campus, Pakistan
Syed Hassan Raza Prof. Dr. Syed Hassan Raza, Department of Communication and Media Studies University of Sargodha

DOI:

https://doi.org/10.69565/jems.v3i3.337

Keywords:

Celebrity endorsement, Masstige brand value, Brand credibility, signalling theory

Abstract

Drawing on signaling theory, this research is conducted to fill a gap in knowledge by examining the effects of celebrity endorsement on masstige brand value and the role of brand credibility as a moderator. The research has two objectives: (i) to explore the effects of celebrity endorsement on masstige brand value and (ii) to explore the moderating effect of brand credibility in the relationship between celebrity endorsement and masstige brand value. A survey of 494 respondents was conducted in Pakistan. The results show that celebrity endorsement has a positive effect on masstige brand value and that this effect is moderated by brand credibility. The significant implications for managers and researchers are highlighted.

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