The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Burnasheva, Regina | - |
dc.contributor.author | Suh, Yong Gu | - |
dc.date.available | 2021-02-22T04:57:12Z | - |
dc.date.issued | 2022-06 | - |
dc.identifier.issn | 1352-7266 | - |
dc.identifier.issn | 1466-4445 | - |
dc.identifier.uri | https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/989 | - |
dc.description.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. | - |
dc.format.extent | 17 | - |
dc.language | 영어 | - |
dc.language.iso | ENG | - |
dc.publisher | Routledge | - |
dc.title | The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses | - |
dc.type | Article | - |
dc.publisher.location | 영국 | - |
dc.identifier.doi | 10.1080/13527266.2020.1862894 | - |
dc.identifier.scopusid | 2-s2.0-85097600608 | - |
dc.identifier.bibliographicCitation | Journal of Marketing Communications, v.28, no.4, pp 343 - 359 | - |
dc.citation.title | Journal of Marketing Communications | - |
dc.citation.volume | 28 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 343 | - |
dc.citation.endPage | 359 | - |
dc.type.docType | Article in Press | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | brand affection | - |
dc.subject.keywordAuthor | Celebrity endorser’s credibility | - |
dc.subject.keywordAuthor | parasocial relationship | - |
dc.subject.keywordAuthor | purchase intention | - |
dc.subject.keywordAuthor | self-brand connection | - |
dc.identifier.url | https://www.tandfonline.com/doi/full/10.1080/13527266.2020.1862894 | - |
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