Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.

► We extend the endorsement literature by examining it in the trust–commitment framework.
► The analysis supports a fully mediated role of the trust–commitment framework.
► Celebrity credibility exerts an indirect effect on brand equity.
► Celebrity credibility exerts an indirect effect on expectations of relationship continuity.
► A relationship facilitating role of celebrity endorsements is suggested.