The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

Drawing on signaling theory, this research is conducted to fill a gap in knowledge by examining the effects of celebrity endorsement on masstige brand value and the role of brand credibility as a moderator. The research has two objectives: (i) to explore the effects of celebrity endorsement on masstige brand value and (ii) to explore the moderating effect of brand credibility in the relationship between celebrity endorsement and masstige brand value. A survey of 494 respondents was conducted in Pakistan. The results show that celebrity endorsement has a positive effect on masstige brand value and that this effect is moderated by brand credibility. The significant implications for managers and researchers are highlighted.