Impact of Celebrity Endorsement and Health Consciousness on Brand Equity in the Carbonated Soft Drink Industry in Sri Lanka

Abstract

CHAPTER TWO: LITERATURE REVIEW 2.1 Introduction 2.2 Carbonated Soft Drink Industry in Sri Lanka 2.3 Celebrity Endorsement 2.3.1 Definitions of Celebrity Endorsement 24 2.3.2 Significance of Celebrity Endorsement 25 2.3.3 Models of Celebrity Endorsement 28 2.3.3.1 Source Credibility Model 28 2.3.3.2 Source Attractiveness Model 29 2.4 Health Consciousness 34 2.4.1 Definitions of Health Consciousness 2.4.2 Significance of Health Consciousness 2.4.3 Model of Health Consciousness 2.4.3.1 Gould (1988 & 1990) Health Consciousness Model 2.5 Customer Based Brand Equity Elf 2.5.1 Definitions of Customer Based Brand Equity 2.5.2 Significance of Customer Based Brand Equity 2.5.3 Models of Customer Based Brand Equity 2.5.3.1 Aaker (199 1) Customer Based Brand Equity Model 2.5.3.2 Keller (1993) Customer Based Brand Equity Model 2.5.3.3 Yoo and Donthu (2001) Customer Based Brand Equity Model 2.6 Brand Credibility 58 2.6.1 Definitions of Brand Credibility 58 2.6.2 Significance of Brand Credibility 60 2.6.3 Models of Brand Credibility 62 2.6.3.1 Erdern and Swait (2004) Brand Credibility Model 2.7 Impact of Celebrity Endorsement on Customer Based Brand Equity 2.7.1 Theoretical Foundation 70 2.7.2. Celebrity endorsement and Customer Based Brand Equity 71 2.8 Impact of Health Consciousness on Customer Based Brand Equity 74 2.8.1 Theoretical Foundations 2.8.2. Health Consciousness and Customer Based Brand Equity 75 2.9 Brand Credibility Mediates the Relationship between Celebrity Endorsement and Customer Based Brand Equity 2.9.1 Theoretical Foundations 2.9.2.Celebrity Endorsement-Brand Credibility-Customer Based Brand Equity79 2.9.2.1 Celebrity Endorsement-Brand Credibility 2.9.2.2 Brand Credibility-Customer Based Brand Equity 2.9.2.3 Mediate Impact on the Relationship of Brand Credibility between Celebrity Endorsement and Customer Based Brand Equity 2.10 Conceptual Framework

The Contribution of Celebrity Endorsement on Customer Decision

“…These dimensions are: trustworthiness, expertise and attractiveness". "The dimensions are used by many recent studies to measure the construct of celebrity endorsement" [11,12,13]. Besides the dimension of celebrity endorser, several studies examine the relationship celebrity endorsement with other variables [7,14,15].…”