Vol. 10 No. 3 (2022): Business & Management Studies: An International Journal
Articles

Mediation effect of brand loyalty and brand credibility in the effect of perception of celebrity endorsement in advertisements on purchasing intention

Mehmet Ozan KARAHAN
Lect. Dr., Uşak University, Uşak, Turkey

Published 2022-09-25

Keywords

  • Reklamlarda Ünlü Desteği Algısı, Marka Sadakati, Marka Güvenilirliği
  • Perception of Celebrity Endorsement, Brand Loyalty, Brand Credibility

How to Cite

KARAHAN, M. O. (2022). Mediation effect of brand loyalty and brand credibility in the effect of perception of celebrity endorsement in advertisements on purchasing intention. Business &Amp; Management Studies: An International Journal, 10(3), 835–857. https://doi.org/10.15295/bmij.v10i3.2073

Abstract

The research aims to evaluate the possible mediating effects of brand loyalty and brand credibility on the relationships between the perception of celebrity endorsement in traditional and/or social media advertisements and purchase intention. The research population consists of associate, undergraduate and master’s degree students who continue their education life at Uşak University and academic and administrative staff working at the university. As a result of analysing the valid data obtained from 397 participants determined by the convenience sampling method, it was observed that celebrity endorsement significantly affected purchase intention. Brand loyalty and credibility partially mediate between the perception of celebrity endorsement and purchase intention.

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