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

Authors

  • Qasim Ali Nisar Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhD Scholar, Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia
  • Sumaira Shaheen Department of Management Sciences, University of Sargodha Gujranwala Campus
  • Anam Bhatti Department of Management Sciences, University of Sargodha Gujranwala Campus

DOI:

https://doi.org/10.31580/jmi.v11i1.59

Keywords:

Celebrity Attributes, Corporate Credibility, Corporate Loyalty, Corporate Image,

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.

Author Biographies

  • Qasim Ali Nisar, Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhD Scholar, Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia
    Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhDScholar, Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia
  • Sumaira Shaheen, Department of Management Sciences, University of Sargodha Gujranwala Campus
    Department of Management Sciences, University of Sargodha Gujranwala Campus
  • Anam Bhatti, Department of Management Sciences, University of Sargodha Gujranwala Campus
    Department of Management Sciences, University of Sargodha Gujranwala Campus

References

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Published

2017-06-30

Issue

Vol. 4 No. 2 (2017): June 2017

Section

Research Article

License

Copyright (c) 2017 Journal Of Management Info

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How to Cite

Do Attributes of Celebrity influence Corporate Loyalty and Corporate Image? Mediating role of Corporate Credibility. (2017). Journal of Management Info, 4(2), 9-12. https://doi.org/10.31580/jmi.v11i1.59

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