Effect of celebrity endorsement on tourists' perception of corporate image, corporate credibility and corporate loyalty

Kim, Samuel SeongSeop, Lee, Jinsoo, and Prideaux, Bruce (2014) Effect of celebrity endorsement on tourists' perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37. pp. 131-145.

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Abstract

This study explores the effectiveness of using Korean celebrities to endorse a Korean hotel in the Japanese market. Specifically, Japanese tourists' perception of the hotel's corporate image and corporate credibility were tested along with corporate loyalty. This study found that trust in celebrity endorsers by consumers is transferable to perceptions of image of the hotel, its credibility and loyalty to the hotel. Structural equation modeling was used to explain difference in the relationships between constructs that identified the effectiveness of each celebrity. One important finding was that specific celebrity endorsers may not appeal to the entire target market and for this reason more than one endorser may be required to promote a product.

Item ID: 33028
Item Type: Article (Research - C1)
ISSN: 1873-4693
Keywords: celebrity, corporate image, corporate credibility, corporate loyalty, endorsement, Japanese tourist, structural equation modeling
Date Deposited: 30 Apr 2014 09:51
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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