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The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

2024-03-20Journal article Restricted access
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dc.contributor.authorCrespo, Catia Fernandes
dc.contributor.authorFerreira, Alcina Gaspar
dc.contributor.authorRibeiro, Fábio Matos
dc.contributor.authorPopa, Victor
dc.date.accessioned2024-04-23T15:02:32Z
dc.date.available2024-04-23T15:02:32Z
dc.date.embargo2025-09-20pt_PT
dc.date.issued2024-03-20
dc.descriptionThis work was supported by National Funds of the FCT – Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.pt_PT
dc.description.abstractCelebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCátia Fernandes Crespo, Alcina Gaspar Ferreira, Fábio Matos Ribeiro & Victor Popa (20 Mar 2024): The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison, Journal of International Consumer Marketing, DOI: 10.1080/08961530.2024.2324779pt_PT
dc.identifier.doihttps://doi.org/10.1080/08961530.2024.2324779pt_PT
dc.identifier.eissn1528-7068
dc.identifier.urihttp://hdl.handle.net/10400.8/9624
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherTaylor and Francispt_PT
dc.relationCentre of Applied Research in Management and Economics
dc.relation.publisherversionhttps://www.tandfonline.com/doi/full/10.1080/08961530.2024.2324779pt_PT
dc.subjectCelebrity endorsementpt_PT
dc.subjectBrand imagept_PT
dc.subjectBrand identificationpt_PT
dc.subjectBrand equitypt_PT
dc.titleThe Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparisonpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage22pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleJournal of International Consumer Marketingpt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameCrespo
person.familyNameGaspar Ferreira
person.familyNameMatos Ribeiro
person.givenNameCátia Fernandes
person.givenNameAlcina
person.givenNameFábio Alexandre
person.identifier.ciencia-id0615-6420-EC94
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.ciencia-idF41A-F3FA-1C32
person.identifier.orcid0000-0003-2886-7370
person.identifier.orcid0000-0002-5119-5827
person.identifier.orcid0009-0009-0682-6069
person.identifier.scopus-author-id56072058400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublication04f923dd-4270-4336-b526-5c0e2c170de1
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