2019
DOI: 10.1080/13527266.2019.1604561
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The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility

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Cited by 84 publications
(82 citation statements)
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References 51 publications
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“…The results show value ( = 0.598, p = <0.001). Thus, the second hypothesis is supported and is in line with the previous studies that have significant results (Chin et al, 2019). Celebrity endorsement can create a positive brand attitude so that customers will provide feedback to the brand with an attitude that can benefit marketers (Pradhan et al, 2014) The third hypothesis states that brand trust moderates the relationship between celebrity endorsement and brand attitude.…”
Section: Resultssupporting
confidence: 81%
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“…The results show value ( = 0.598, p = <0.001). Thus, the second hypothesis is supported and is in line with the previous studies that have significant results (Chin et al, 2019). Celebrity endorsement can create a positive brand attitude so that customers will provide feedback to the brand with an attitude that can benefit marketers (Pradhan et al, 2014) The third hypothesis states that brand trust moderates the relationship between celebrity endorsement and brand attitude.…”
Section: Resultssupporting
confidence: 81%
“…Table 1 explains the measurement of question items that have significant value informing the constructs. The questions were adapted from some previous studies, such as celebrity endorsement (Osei-Frimpong et al, 2019), brand attitude (Chin et al, 2019;Singh and Banerjee, 2018), brand trust (Khan and Fatma, 2019;Portal et al, 2018), and purchase intention (Jiménez-Castillo and Sánchez-Fernández, 2019;Osei-Frimpong et al, 2019). explain how to evaluate models in PLS-SEM.…”
Section: Methodsmentioning
confidence: 99%
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“…When a brand has a high level of perceived expertise, trustworthiness, and attractiveness, consumers tend to evaluate the product positively. This is because high credibility reflects a higher quality, greater value, and worthiness of the product, leading to a more positive attitude from consumers [14].…”
Section: Brand Credibilitymentioning
confidence: 99%