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

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• 作者：Samuel Seongseop Kim ; Jinsoo Lee ; Bruce Prideaux
• 关键词：Celebrity ; Corporate image ; Corporate credibility ; Corporate loyalty ; Endorsement ; Japanese tourist ; Structural equation modeling
• 刊名：International Journal of Hospitality Management
• 出版年：February, 2014
• 年：2014
• 卷：37
• 期：Complete
• 页码：131-145
• 全文大小：1228 K

文摘

This study explores the effectiveness of using Korean celebrities to endorse a Korean hotel in the Japanese market. Specifically, Japanese tourists鈥?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.