Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity Relationship in a Service Context

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.

Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

“…They also point out that the brand is not only a product but also an important partner in the relationship between customers and brands. On this basis, this study defines brand trust as the customer's awareness of the brand's kindness and integrity (Aurier and N'Goala, 2010;Dwivedi and Johnson, 2013;Coelho et al, 2018). Blackston (2000) points out that interaction takes place between consumers' attitudes toward brands and brands' attitudes toward consumers, and finds that successful brand relationships entail trust and satisfaction (Nyffenegger et al, 2014;Charton-Vachet and Lombart, 2018).…”

“…Brand love was measured from the three perspectives of brand commitment, brand closeness, and brand enthusiasm, based on the study by Heinrich et al (2012), through 12 items. Brand trust was measure using five items according to research by Chaudhuri and Holbrook (2001) and Dwivedi and Johnson (2013). Brand loyalty was measured using eight items through the two perspectives of attitudinal loyalty and behavioral loyalty on the basis of the study by Chaudhuri and Holbrook (2001).…”

Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

“…10, No. 1 H2-3c: Internet celebrity interactivity will have a positive impact on consumer commitment (4) Fame A study of brands and endorsers in India's telecoms industry suggests that celebrity credibility has a positive impact on brand trust and relationship commitment (Dwivedi & Johnson, 2013). In addition, in developing countries, the professional level, intention and popularity of the sales staff and other attributes will affect customer trust in the sales staff (Andaleeb & Anwar, 1996).…”

Influence of Celebrity Credibility on Brand Community Commitment towards Disaster Management Programs in Sri Lanka

“…Brand trust is formed with perception and leads behavioral outcomes of influenced parties (Elliott & Yannopoulou, 2007). The credibility associated with celebrities could generate such perception in building trust factor amongst the audience being communicated (Dwivedi & Johnson, 2013). The role of trust formed on cognitive belief towards behavioral actions like word-of mouth and loyalty is a referred in empirical studies (Delgado-Ballester, Munuera-Aleman, Yague-Guillen 2003; Koththagoda & Dissanayake, 2017).…”