File(s) not publicly available

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

journal contribution
posted on 06.12.2017, 00:00 by S Kim, J Lee, Bruce Prideaux
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.

History

Volume

37

Issue

1

Start Page

131

End Page

145

Number of Pages

15

eISSN

1873-4693

ISSN

0278-4319

Location

United Kingdom

Publisher

Pergamon Press

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Hong Kong Polytechnic University; James Cook University; TBA Research Institute;

Era Eligible

Yes

Journal

International journal of hospitality management.

Exports