Role of Credibility in Celebrity Endorsements: Mediating Effects of Brand and Celebrity Credibility

Abstract

Purpose: In this paper an attempt has been made so as to examine the influence of celebrity, brand and user (CBU) congruency on brand purchase intention mediated through celebrity credibility and brand credibility in Indian context.

Research Design: A survey of 350 people within the age group of 18yr to 65yr in and around Bhubaneswar was conducted using a structured questionnaire. Established scales are used for measuring the Constructs.

Findings: This research paper finds that celebrity, brand and user (CBU) congruency is responsible for the direct effect on the brand purchase intention. It also reflects that there is an indirect and significant impact of CBU congruency mediated through celebrity credibility and brand credibility on brand purchase intention of consumers.

Limitations of the study: Only male celebrities from film industry were considered for this study depending on the top brand endorsers.

Managerial implications: This paper argues that there has to be celebrity, brand and user congruency for enhanced brand purchase intention. At the same time the impact can be more significant by using highly credible celebrity and brand. This finding can help corporate to optimise their endorsement expenses effectively.

 Originality/value – The paper offers insights about the complex patterns of celebrity endorsement with respect to celebrity, user and brand congruency and its impact on brand purchase intention. It is a pioneer work on the study of impact of celebrity congruency and mediating variables on brand purchase intention.