Celebrity endorsement, brand credibility and brand equity

Purpose This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility. Design/methodology/approach The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a…