The analysis of the Moderation Role of Brand Type on the association of Endorser Credibility with Endorser Congruence and Consumer Based-Brand Equity

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 and sampling method of the study is the buyers of megamalls in Tehran and simple random sampling respectively. Totally, 186 questionnaires were completed. The data analysis and structural equation modeling approach 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 reveal 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’. From these findings, important theoretical and managerial implications have been derived.