The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity

Document Type : Research Paper

Authors

1 PhD Candidate of Marketing Management, University of Isfahan, Isfahan, Iran

2 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 Associated Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

Abstract

One of the important strategies to build powerful consumer-based brand equity (CBBE) for products is to connect them to celebrities. The use of this key marketing strategy is growing around the world. The present study aimed to explore the effects of endorser credibility and endorser congruence on CBBE while considering the mediating role of congruence and the moderating role of brand type (strong/weak). The statistical population of the study was comprised of the buyers of megamalls in Tehran, from among whom 186 completed questionnaires were gathered using the simple random sampling method. Structural equation modeling in SmartPLS software was used to test the hypotheses. The results of the hypothesis tests showed that celebrity endorser’s credibility had a significant positive effect on endorser congruence and CBBE. In addition, endorser congruence had a positive impact on CBBE. The findings revealed that in the statistical sample of the present study, the effect of the variable celebrity endorser on congruence and CBBE did not differ from the perspective of brand type (strong/weak) and that this variable had a positive and significant effect on paths between ‘celebrity credibility-celebrity congruence’ and ‘celebrity credibility-CBBE’. Important theoretical and managerial implications have been derived from these findings.

Keywords

Main Subjects


Article Title [فارسی]

تحلیل نقش تعدیل گری نوع برند در رابطه بین اعتبار تاییدکننده با تناسب تاییدکننده و ارزش ویژه برند از دیدگاه مصرف کننده

Authors [فارسی]

  • آرش نقاش 1
  • حسین رضایی دولت آبادی 2
  • سید فتح الله امیری عقدائی 3
1 دانشجوی دکتری مدیریت بازاریابی، دانشگاه اصفهان، اصفهان، ایران
2 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
3 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
Abstract [فارسی]

یکی از استراتژی های مهم برای ایجاد ارزش ویژه برند مبتنی بر مصرف کننده (CBBE) برای محصولات ، اتصال آنها به افراد مشهور است. استفاده از این استراتژی کلیدی بازاریابی در سراسر جهان در حال رشد است. مطالعه حاضر با هدف بررسی تأثیر اعتبار تایید کننده و تناسب تأیید کننده بر CBBE ضمن در نظر گرفتن نقش میانجی تناسب و تعدیل کننده نوع برند(قوی / ضعیف). جامعه آماری تحقیق و روش نمونه گیری به ترتیب خریداران مگامال در تهران و روش نمونه گیری تصادفی ساده می باشند. در مجموع 186 پرسشنامه تکمیل شد. برای آزمون فرضیه ها روش تحلیل داده ها و مدل سازی معادلات ساختاری در نرم افزار SmartPLS  استفاده شد. نتایج آزمون فرضیه ها نشان داد که اعتبار تاییدکننده مشهور تأثیر مثبت قابل توجهی بر تناسب تأییدکننده و CBBE دارد. علاوه بر این ، تناسب تایید کننده تأثیر مثبتی بر CBBE داشت. در نمونه آماری مطالعه حاضر ، تأثیر متغیر فردمشهور بر تناسب و CBBE از نظر نوع برند (قوی / ضعیف) تفاوتی ندارد و این متغیر تأثیر مثبت و معنی داری بر مسیرهای بین «اعتبار مشهور-تناسب مشهور» و «اعتبار مشهور-CBBE» دارد. از این یافته ها، پیامدهای مهم نظری و مدیریتی به دست آمده است.

Keywords [فارسی]

  • اعتبار تاییدکننده
  • تناسب تاییدکننده
  • ارزش ویژه برند مبتنی بر مصرف کننده
  • نوع برند
  • متغیر میانجی کیفی
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