The Relationship Between Celebrity Endorsement, Brand Credibility, And Consumer-Based Brand Equity

Abstract

This study examines the relationship between endorser credibility, brand credibility, and consumer-based brand equity in Ho Chi Minh City, Vietnam. A research model was developed based on endorser credibility (including 3 dimensions: attractiveness, expertise, and trustworthiness), brand credibility (including expertise and trustworthiness), and consumer-based brand equity (including 4 dimensions: brand awareness, brand association, perceived quality, and brand loyalty). Our research utilizes a questionnaire-based survey to obtain data from 307 respondents using the convenience sample technique. The data set was analyzed using a technique known as Partial Least Squares-Structural Equation Modelling (PLS-SEM), with the goal of assisting managers in better comprehending how to choose celebrities in accordance with their orientation. Results indicate that endorser credibility has an indirect effect on brand equity when brand credibility mediates this link and endorser credibility has a direct effect on brand credibility. In the line with previous results, the current research demonstrates that a celebrity endorsers should be seen as trustworthy due to their attractiveness, expertise, and trustworthiness. In addition, according to this study, celebrities have the greatest impact on the brand association aspect of consumer-based brand equity, allowing firms to choose an endorser depending on their orientation, financial condition, and how they want consumers to view the brand.