Evaluating Celebrity Endorsement's Impact on Brand Love through Brand Image in the Context of Industry Diversity: Food and Beverage and Telecommunications in Egyptian Market
| المصدر: | مجلة البحوث المالية والتجارية |
|---|---|
| الناشر: | جامعة بورسعيد - كلية التجارة |
| المؤلف الرئيسي: | Elsaadany, Nermeen Ahmed (Author) |
| مؤلفين آخرين: | El-Araby, Marwa Hossam El-Sayed (Co-Author) , Sharaf, Sayed Mohamed (Co-Author) |
| المجلد/العدد: | ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2024
|
| الشهر: | أبريل |
| الصفحات: | 228 - 276 |
| ISSN: |
2090-5327 |
| رقم MD: | 1461495 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Celebrity Endorsement | Brand Love | Brand Image | Higher Education Institutions
|
| رابط المحتوى: |
عدد مرات التحميل
4
| المستخلص: |
This study aims to investigate the impact of celebrity endorsement dimensions, namely attractiveness, trustworthiness, and expertise, in social media advertisements for the food, beverages, and telecommunications sectors on brand love through brand image among students in higher education institutions in Egypt. A mixed research method was employed, utilizing online questionnaires to collect data from a convenience sample of students at Cairo and Port Said universities. 399 fully completed responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that the positive impact of celebrity endorsement dimensions on brand image. Furthermore, the results highlighted the positive impact of brand image on brand love. Ultimately, the study emphasized the vital role of brand image as a mediating variable in the relationship between celebrity endorsement dimensions and brand love. |
|---|---|
| ISSN: |
2090-5327 |
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