期刊
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
卷 85, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2019.102347
关键词
Celebrity credibility; Brand passion; Relatedness needs satisfaction; Celebrity-user gender congruity; Air travelers
The influence of brand characteristics on a consumer passion for a brand is firmly established in the literature. However, celebrity endorsers influence to the formation of brand passion remains largely untapped. Using three theoretical lenses- source credibility theory, relationship motivation theory, and congruity theory, the present study examines the influence of celebrity endorsement on brand passion using data from air travelers. To this end, we involved (n = 432) airline passengers to test the hypotheses in the service context. Confirmatory Factor Analysis and Structural Equation Modeling techniques were used as methods. When celebrity attractiveness, expertise, and trustworthiness were assessed, celebrity attractiveness was appeared to have the strongest influence on air travelers' brand passion via relatedness need satisfaction. The moderation analysis reveals that the effect of celebrity attractiveness, expertise, and trustworthiness on relatedness needs satisfaction is salient when the celebrity and user having the opposite gender. Finally, implications for policy, research and practice are discussed.
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