IRIMAGHA Boma Benita
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This paper probed the nexus between endorser credibility and brand equity of companies. The paper delved into the multifaceted concept of endorser credibility and its ramifications on brand awareness and perceived quality, as indicators of brand equity. The literature review uncovered a spectrum of perspectives on the efficacy of celebrity endorsements, with studies elucidating the imperative of aligning endorsers with brand values and audience preferences. Building upon these insights, the paper presented a synthesis of findings, culminating in a nuanced understanding of the complexities inherent in leveraging endorsers to enhance brand equity. The paper concluded that endorser credibility has relationship with brand equity. This means that by meticulously selecting credible and trustworthy endorsers, ensuring alignment between endorsers and brand values, monitoring contextual factors, and evaluating endorsement effectiveness, companies can boost their brand equity. The paper recommends that firms that are keen on improving their brand equity should leverage endorsement as a strategy for fortifying their brand equity and competitive standing in the market.
Keywords: Brand awareness, brand equity, endorser credibility, perceived quality