Studying the Effects of Celebrities’ Endorsement on Shopping Malls Success through Brand Credibility

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bakhshizadeh alirezaa; Kordnaeij Asadolah; KHODADAD HOSSEINI SEYED HAMID; AHMADI PARVIZ

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Journal: Iranian Journal of Trade Studies Year:2018 | Volume:22 | Issue:86 Page(s): 65-88

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Information Journal Paper

Title

Studying the Effects of Celebrities’ Endorsement on Shopping Malls Success through Brand Credibility

Author(s)

bakhshizadeh alirezaa | Kordnaeij Asadolah | KHODADAD HOSSEINI SEYED HAMID | AHMADI PARVIZ | Issue Writer Certificate

Keywords

Almas MallQ2

Brand CredibilityQ1

Celebrity CredibilityQ1

Mall SuccessQ1

Abstract

The effect of supporter Celebrity Credibility on Mall Success will be discussed through mediator role of the Brand Credibility. This study is an applied research from the purpose perspective and is descriptive based on its data collection method. To assess the validity of the questionnaire, the diagnostic validity (DV) using an average variance extracted (AVE) and to determine the reliability of the questionnaire Cronbach's Alpha were used. In addition to completely browsing the literature and by selecting the statistical sample members using of available sample method, researchers have evaluated the research hypotheses by using of structural equation modeling (SEM) and regression methods. The sample members are selected among Almas Mall customers and clients in Tehran that identify this mall by Ali Daei. The results showed that supporter celebrities’ credibility has a significant positive effect on the Mall Success and credibility of malls. Brand Credibility also has a positive significant effect on Mall Success. Finally the findings showed that Brand Credibility has a positive mediator role in the relationship between supporter Celebrity Credibility and Mall Success.

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APA: Copy

bakhshizadeh, alirezaa, Kordnaeij, Asadolah, KHODADAD HOSSEINI, SEYED HAMID, & AHMADI, PARVIZ. (2018). Studying the Effects of Celebrities’ Endorsement on Shopping Malls Success through Brand Credibility. IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 22(86 ), 65-88. SID. https://sid.ir/paper/7512/en

Vancouver: Copy

bakhshizadeh alirezaa, Kordnaeij Asadolah, KHODADAD HOSSEINI SEYED HAMID, AHMADI PARVIZ. Studying the Effects of Celebrities’ Endorsement on Shopping Malls Success through Brand Credibility. IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2018;22(86 ):65-88. Available from: https://sid.ir/paper/7512/en

IEEE: Copy

alirezaa bakhshizadeh, Asadolah Kordnaeij, SEYED HAMID KHODADAD HOSSEINI, and PARVIZ AHMADI, “Studying the Effects of Celebrities’ Endorsement on Shopping Malls Success through Brand Credibility,” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 22, no. 86 , pp. 65–88, 2018, [Online]. Available: https://sid.ir/paper/7512/en

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