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<p>Celebrity endorsement remains a powerful tool for influencing consumer perceptions and behaviours. This study examines the impact of celebrity endorsement on consumer-based brand equity, focusing on how endorser credibility—comprising trustworthiness, attractiveness, and expertise—enhances brand equity. It also explores the role of consumer-brand identification in fostering positive word-of-mouth (WOM), a key driver of brand loyalty and advocacy. Employing PLS-SEM analysis, the findings underscore the significant role of credible celebrity endorsements in strengthening consumer–brand relationships and boosting brand equity. This research offers valuable insights into the complex dynamics between celebrity endorsers, consumer identification, and brand-related behaviours, contributing to a deeper understanding of effective endorsement strategies.</p>

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Influence of celebrity endorsement on brand equity: the roles of credibility and brand identification

  • 期刊论文

  • 发表日期：

    2026年3月26日

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  • A. Millán,
  • M. Retamosa,
  • R. Carranza

摘要

Celebrity endorsement remains a powerful tool for influencing consumer perceptions and behaviours. This study examines the impact of celebrity endorsement on consumer-based brand equity, focusing on how endorser credibility—comprising trustworthiness, attractiveness, and expertise—enhances brand equity. It also explores the role of consumer-brand identification in fostering positive word-of-mouth (WOM), a key driver of brand loyalty and advocacy. Employing PLS-SEM analysis, the findings underscore the significant role of credible celebrity endorsements in strengthening consumer–brand relationships and boosting brand equity. This research offers valuable insights into the complex dynamics between celebrity endorsers, consumer identification, and brand-related behaviours, contributing to a deeper understanding of effective endorsement strategies.