Record Details

Do Attributes of Celebrity influence Corporate Loyalty and Corporate Image? Mediating role of Corporate Credibility

Journal of Management Info

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Title Do Attributes of Celebrity influence Corporate Loyalty and Corporate Image? Mediating role of Corporate Credibility
 
Creator Nisar, Qasim Ali; Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhD Scholar, Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia
Shaheen, Sumaira; Department of Management Sciences, University of Sargodha Gujranwala Campus
Bhatti, Anam; Department of Management Sciences, University of Sargodha Gujranwala Campus
 
Subject Celebrity Attributes; Corporate Credibility; Corporate Loyalty; Corporate Image;
 
Description The purpose of this research is to explore the impact of attributes of celebrity influence corporate loyalty and corporate image by concentrating on the mediating role of corporate credibility. Simple random sampling technique used to collect responses from respondents. Adapting the questionnaire survey method, data were collected from 450 respondents from public. All the statistical analysis was performed on SPSS and AMOS. Results showed that attributes of celebrity impact positively on corporate image and corporate loyalty. Corporate credibility partially mediates the relationship between attributes of celebrity and corporate image. The study also revealed the relationship of corporate loyalty on corporate credibility. This research will help the organizations to understand how to deal with customers in different ways in order to enhance profit, boost loyalty and image of corporation in the favor of organization and do no harm to their organization.
 
Publisher Readers insight Publisher
 
Contributor —
 
Date 2016-09-24
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://jmi.readersinsight.net/index.php/jmi/article/view/59
 
Source Journal Of Management Info; Vol 11, No 1 (2016): Volume 11, Issue 1; 71-90
2313-3376
 
Language eng
 
Relation http://jmi.readersinsight.net/index.php/jmi/article/view/59/pdf_43
 
Rights Copyright (c) 2016 Journal Of Management Info
http://creativecommons.org/licenses/by/4.0