Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)

Bahareh Ghotbivayghan, Masoomeh Hoseinzadehshahri, Mohammadreza Ebrahimi

Abstract


Nowadays, the use of celebrity endorsement in product marketing and advertising is one of the major factors in companies’ promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products and corporate loyalty because of their special and unique abilities or characteristics.

Study result show that the celebrity endorsement has a positive effect on corporate image, corporate credibility and corporate loyalty. Moreover corporate image have a positive effect on corporate credibility and corporate credibility have a positive effect on corporate loyalty.


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DOI: https://doi.org/10.5296/csbm.v2i1.7385

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