Influence of Celebrity Credibility on Perceived Brand Trust Study on Multinational Mobile Service Brand in Bangladesh

Abstract

Celebrity credibility is a vital marketing practice across the world whilst it finds challenges to get effective results as per the cluttered marketing atmosphere. In fact, the cost and risk engaged with celebrity endorsement had been referred in many empirical studies highlighting researchable issues. Celebrity acts as credibility communication sources for marketing awareness, creating brand image and building brand via spreading message with fans. Celebrity commits for brands to reach out across the countries. The influence of celebrity credibility on perceived brand trust is a curial matter for brand to meet desired response within the market. Celebrity is the national and international level of pride to spread information about the products to end the customer end. Celebrities are used as a credible source to educate and motivate customer to get aware or actively participate in disaster management activities. This paper examined these issues based on a sample of students via a quantitative survey method to study how celebrity credibility influences perceived brand trust on multinational mobile service in Bangladesh. Hypotheses were formed on how celebrity credibility influences on brand trust. A size of 200 samples was contacted for the survey. SPSS-23 software was executed in testing the hypotheses. Results verified the significance of the influence of celebrity credibility on perceived brand trust in multinational mobile services in Bangladesh.