Dwivedi, Abhishek; Johnson, Lester W.; McDonald, Robert E. - In: Journal of Product & Brand Management 24 (2015) 5, pp. 449-461
-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial … mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey … endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity …