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The Effect of Endorser Credibility on Brand Credibility, Consumer-based Brand Equity, and Brand Attachment of Smartphone Users

Valaei, N and Nikhashemi, SR (2017) The Effect of Endorser Credibility on Brand Credibility, Consumer-based Brand Equity, and Brand Attachment of Smartphone Users. In: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing . pp. 440-449. (12th Global Brand Conference, 26 April 2017 - 28 April 2017, Kalmar, Sweden).

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Abstract

The purpose of this research is to examine the structural relationships between endorser credibility, brand credibility, consumer-based brand equity, and brand attachment of smartphone users. Grounded in theory of brand signaling, this research provides a better understanding on the extent to which endorsers’ culture and attitude impact on the brand related constructs and the way it effects on users’ brand attachment.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Linnaeus University, Sweden
Date Deposited: 21 Apr 2020 11:50
Last Modified: 21 Apr 2020 11:50
URI: http://researchonline.ljmu.ac.uk/id/eprint/12776

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