اعتماد- تعهد به عنوان یک میانجی در رابطه بین شهرت ظهر نویس و ارزش ویژه برند در زمینه خدمات
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|50772||2013||7 صفحه PDF||سفارش دهید||5125 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Australasian Marketing Journal (AMJ), Volume 21, Issue 1, February 2013, Pages 36–42
The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.