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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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datacite.subject.fosCiências Sociais
datacite.subject.sdg12:Produção e Consumo Sustentáveis
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
dc.contributor.authorCrespo, Cátia Fernandes
dc.contributor.authorRibeiro, Fábio Matos
dc.contributor.authorFerreira, Alcina Gaspar
dc.contributor.authorPopa, Victor
dc.date.accessioned2025-12-03T16:13:16Z
dc.date.available2025-12-03T16:13:16Z
dc.date.issued2024-03-20
dc.description
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.eng
dc.description.sponsorshipT his work was supported by National Funds of the FCT – Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.
dc.identifier.citationCrespo, C. F., Ferreira, A. G., Ribeiro, F. M., & Popa, V. (2025). The effect of celebrity endorsement on brand equity: A cross cultural comparison. Journal of International Consumer Marketing, 37(1), 1-22.
dc.identifier.doi10.1080/08961530.2024.2324779
dc.identifier.issn0896-1530
dc.identifier.issn1528-7068
dc.identifier.urihttp://hdl.handle.net/10400.8/14827
dc.language.isoeng
dc.peerreviewedyes
dc.publisherTaylor and Francis
dc.relationCentre of Applied Research in Management and Economics
dc.relation.hasversionhttps://www.tandfonline.com/doi/full/10.1080/08961530.2024.2324779
dc.relation.ispartofJournal of International Consumer Marketing
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectCelebrity endorsement
dc.subjectbrand image
dc.subjectbrand identification
dc.subjectbrand equity
dc.titleThe Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparisoneng
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.endPage22
oaire.citation.issue1
oaire.citation.startPage1
oaire.citation.titleJournal of International Consumer Marketing
oaire.citation.volume37
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameCrespo
person.familyNameMatos Ribeiro
person.familyNameGaspar Ferreira
person.givenNameCátia Fernandes
person.givenNameFábio Alexandre
person.givenNameAlcina
person.identifier.ciencia-id0615-6420-EC94
person.identifier.ciencia-idF41A-F3FA-1C32
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.orcid0000-0003-2886-7370
person.identifier.orcid0009-0009-0682-6069
person.identifier.orcid0000-0002-5119-5827
person.identifier.scopus-author-id56072058400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
relation.isAuthorOfPublication99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublicationa16aa9e8-429b-4fb9-9249-a93b39b7c4f9
relation.isAuthorOfPublication04f923dd-4270-4336-b526-5c0e2c170de1
relation.isAuthorOfPublication.latestForDiscovery99788e3e-3e04-4f90-a511-7ee6c6f2dd78
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