Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context

Abhishek Dwivedi and Lester W. Johnson

Australasian marketing journal, 2013, vol. 21, issue 1, 36-42

Abstract: The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.

Keywords: Celebrity endorsements; Trust; Commitment; Relationship continuity; Brand equity (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:1:p:36-42

DOI: 10.1016/j.ausmj.2012.10.001

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