The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses
- Authors
- Burnasheva, Regina; Suh, Yong Gu
- Issue Date
- Jun-2022
- Publisher
- Routledge
- Keywords
- brand affection; Celebrity endorser’s credibility; parasocial relationship; purchase intention; self-brand connection
- Citation
- Journal of Marketing Communications, v.28, no.4, pp 343 - 359
- Pages
- 17
- Journal Title
- Journal of Marketing Communications
- Volume
- 28
- Number
- 4
- Start Page
- 343
- End Page
- 359
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/989
- DOI
- 10.1080/13527266.2020.1862894
- ISSN
- 1352-7266
1466-4445
- Abstract
- Drawing on stimulus-organism-response theory, the current paper was an investigation of the associations among a celebrity endorser’s credibility and brand affection, self-brand connection, and purchase intention along with how parasocial relationships moderate these emotion-based associations. Data from 299 Korean millennials were tested applying structural equation modeling and multi-group methods. The findings indicated that celebrity endorser’s credibility positively correlated with brand affection and self-brand connection and that they were in turn, associated with purchase intention. Furthermore, both brand affection and self-brand connection fully mediated the impact of celebrity endorser’s credibility on intention to purchase. Parasocial relationships moderated the influence on self-brand connection but not on brand affection. More precisely, the impact on self-brand connection was stronger with more parasocial relationships. The theoretical and practical contributions arising from these results are discussed. © 2020 Informa UK Limited, trading as Taylor & Francis Group.
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