The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship
This study examines the role of celebrity credibility in building brand equity and relationship continuity using brand credibility as a mediator. The experience of smartphone use is considered a moderator. This study included a survey of 376 select participants. The model is tested using structural...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021-06-01
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| Series: | IIMB Management Review |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0970389621000252 |