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

Abstract

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.