Subject: Research Methods & Skills

Case Scenario:

This research aims to examine the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also to be examined. The endorser credibility-brand equity relationship was developed using associative learning principles whereas the brand signaling theory is applied to examine the mediating role of brand credibility. The conceptual framework was tested using a field experiment. Data were collected using a mall-intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analyzed using structural equation modeling. Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. However, the endorser credibility-brand credibility and endorser credibility-brand equity relationships did not vary according to the type of branding employed. In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness.

Required:

Based on the scenario presented develop research Questionnaire for data collection based on Likert scale. (10 Marks)