STUDY OF IMPACT OF ENDORSER CREDIBILITY ON CONSUMER BASED BRAND EQUITY

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. ; I ■; i 1 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. ! ! 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.