Celebrity endorsement, self-brand connection and consumer-based brand equity

Abstract

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Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers’ forgiveness of celebrities’ transgressions

“…This is due to the fact that for the individual consumer, such as Amanda, the celebrity's transgression poses a threat to their para-social relationship and to further 'consuming celebrity': forgiveness is a means to restoring and maintaining this relationship (Ho & Fung, 2011). As celebrities often represent aspirational reference groups (Escalas, 2004), any para-social relationship is likely to enhance the consumer's desired self (Dwivedi, Johnson, & McDonald, 2015). Therefore, protecting the relationship also means protecting oneself, as keeping the celebrity 'idolised' supports the survival of their own sense of identity and feelings of self-worth (Banister & Coker, 2014;Boon & Lomore, 2001).…”

Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility

“…Corroborating Bozic [50], Djafarova [24], Dwivedi [25] and Saldanha [17], the findings suggest that celebrity trustworthiness as having a positive influence on customer buying behaviour. This study defines trustworthiness as a consumer's perception towards the honesty, integrity and believability of a celebrity [16].…”

“…It is a celebrity endorser's perceived believability, honesty and integrity [16], whereas a celebrity's trustworthiness depends on the target audience's perceptions. Studies have found trustworthiness as having a positive influence on customer believe and highly opinionated recommendations from a highly trustworthy celebrity leads to an effective attitude change, and the vice versa [24,25,17]. Trustworthy celebrities are effective in the promotions of intangible product [20]; like insurance.…”

Lealdade a Marca: Análise da Produção Científica na Área do Marketing no Período entre 2013 a 2018

“…A lealdade a marca pode ser a associadas a personagens ou atores. De acordo Dwivedi et al (2015) observou que a ligação das celebridades estár propício semelhante com a percepção da marca, a qualidade percebida, a associação da marca e a lealdade à marca para diversos produtos ou serviços. O valor de cada produto ou serviço, tanto monetario e quanto o valor agregado são diferenciais para fidelizar o cliente na hora da compra.…”