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Inventi Impact: Retailing & Consumer Services

Articles

  • Inventi:mrc/16432/15
    Effect of Celebrity Endorsement on Consumerâ??s Perception of Corporate Image, Corporate\nCredibility and Corporate Loyalty (Case Study: Novin Charm Company)
    01-Jan-1970 Research 2015 : July - September
    Bahareh Ghotbivayghan, Masoomeh Hoseinzadehshahri, Mohammadreza Ebrahimi

    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.\n\nStudy 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.

    How to Cite this Article
    CC Compliant Citation: Bahareh Ghotbivayghan, Masoomeh Hoseinzadehshahri, Mohammadreza Ebrahimi, Effect of Celebrity\nEndorsement on Consumer's Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin\nCharm Company), Case Studies in Business and Management, 2015, Vol. 2, No. 1, doi:10.5296/csbm.v2i1.7385, (http://\ncreativecommons.org/licenses/by/3.0/).
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