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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 (from Sep 19) |
| Publisher: | Linnaeus University, Sweden |
| Date Deposited: | 21 Apr 2020 11:50 |
| Last Modified: | 13 Apr 2022 15:18 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/12776 |
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