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EFFECT OF CELEBRITY ENDORSEMENT ON BRAND LOYALTY THE MEDIATING ROLE OF BRAND PASSION

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15 Pages : 162-184

http://dx.doi.org/10.31703/gssr.2024(IX-I).15      10.31703/gssr.2024(IX-I).15      Published : Mar 2024

Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion

Abstract

    The importance of current study is to find the effect of celebrity endorsement on brand passion and brand loyalty. Descriptive analysis, Correlation, Regression, Reliability, Frequency and Structure equation modeling applied in this analysis. An estimated hierarchical regression model was used to test the various hypotheses developed for the study. The findings showed that among consumers of clothing brands, factors such as celebrity endorsers' likeability, expertise, trustworthiness and attractiveness were important in determining brand passion. The outcomes further demonstrated that brand loyalty had positively impacted by brand passion. Finally, brand passion had a significant positive mediating role between the likeability and attractiveness of celebrity endorsers and brand loyalty.The resources were fewer otherwise surveys could be done all over Pakistan. Additional effects or consequences of brand passion could not be considered, like word-of-mouth and readiness to pay higher prices. Future research may need to take these outcomes into account.

    (1) Zargham Ullah Khan
    Assistant Professor, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
    (2) Iram Shahzadi
    MBA, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
    (3) Tania Arshad
    MBA Candidate, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Khan, Z. U., Shahzadi, I., & Arshad, T. (2024). Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion. Global Social Sciences Review, IX(I), 162-184. https://doi.org/10.31703/gssr.2024(IX-I).15

CHICAGO

    CHICAGO : Khan, Zargham Ullah, Iram Shahzadi, and Tania Arshad. 2024. "Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion." Global Social Sciences Review, IX (I): 162-184 doi: 10.31703/gssr.2024(IX-I).15

HARVARD

    HARVARD : KHAN, Z. U., SHAHZADI, I. & ARSHAD, T. 2024. Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion. Global Social Sciences Review, IX, 162-184.

MHRA

    MHRA : Khan, Zargham Ullah, Iram Shahzadi, and Tania Arshad. 2024. "Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion." Global Social Sciences Review, IX: 162-184

MLA

    MLA : Khan, Zargham Ullah, Iram Shahzadi, and Tania Arshad. "Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion." Global Social Sciences Review, IX.I (2024): 162-184 Print.

OXFORD

    OXFORD : Khan, Zargham Ullah, Shahzadi, Iram, and Arshad, Tania (2024), "Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion", Global Social Sciences Review, IX (I), 162-184

TURABIAN

    TURABIAN : Khan, Zargham Ullah, Iram Shahzadi, and Tania Arshad. "Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion." Global Social Sciences Review IX, no. I (2024): 162-184. https://doi.org/10.31703/gssr.2024(IX-I).15