دور تزكية المشاهير في دفاع العميل عن العلامة التجارية والاستعداد لدفع سعر أعلى: الدور الوسيط لحب العلامة بالتطبيق على عملاء الهواتف المحمولة بكلية التجارة جامعة دمياط

Abstract EN

This study aimed to identify the relationship between celebrity endorsements and brand love.

additionally, it examined the mediating role of brand love in the relationship between celebrity endorsements and customer advocacy and willingness to pay a premium price.

to achieve the objectives of the study, 324 mobile phone users from the faculty of commerce at Damietta university in the Arab republic of Egypt were chosen as a sample for this study.

using the SMARTPLS 4 program, partial least squares structural equation modelling (PLS-SEM) was utilized to test the hypotheses.

the results indicated that there is a positive effect of the celebrity endorsement dimensions (attractiveness, expertise, and trustworthiness of celebrities) on brand love.

the study also concluded that brand love plays a mediating role in the relationship between celebrity endorsement dimensions (attractiveness, expertise, and trustworthiness of celebrities) and customer advocacy.

in addition, brand love mediated the relationship between celebrity endorsement dimensions (celebrity experience and trustworthiness of celebrities) and willingness to pay a premium price.

however, the study revealed that brand love does not play a mediating role in the relationship between celebrity attractiveness and willingness to pay a premium price.

finally, some theoretical and managerial implications of these findings are discussed.