Abstract:
The main purpose of this study is to fill the gaps and flaws in the previous researches. Other
than that, to know the impact of endorser credibility on consumer based brand equity.
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Methodology & Design
The design of the research is quantitative. An online survey was conducted to collect the data
and 384 responses were gathered on the basis of which hypothesized, reliability relationships
were checked. Multiple linear regression test is used to analyze the data with the help of spss
software.
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Findings
All the hypotheses were studied detail and the results showed us that the Endorser Credibility
have a positive impact on Consumer Based Brand Equity. Expertise and Trustworthiness have
positive and very significant impact on consumer based brand equity, but attractiveness have
positive but insignificant impact on consumer based brand equity.
Limitations
There are few limitations for this study. This research has focused only on Karachi city target
audience. Research is bounded by time. The sample size is limited. The no of respondents
384. The research is only checked the impact of endorser credibility on consumer based brand
equity. The audiences which have been targeted are only from adults aged above 18.
The research should be done in every part or main city of Pakistan. There should be more
work done on the preference of people who (Celebrity) they want to see in advertisement.
Future research should include latest topics like on Destructive image transmission of
superstar on Consumer based brand equity in Pakistan, it should be applied to every
industry. There is lack of research study on impact of endorser credibility on consumer
based brand equity on various sectors like service, textile, automobile etc. Further research
study should be done on this topic by changing variable both dependent and independent
variable. Future research should include both local and western celebrities as well.
