The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship

This study examines the role of celebrity credibility in building brand equity and rela-tionship continuity using brand credibility as a mediator. The experience of smartphone use is con-sidered a moderator. This study included a survey of 376 select participants. The model is tested using structural equation modelling. Brand credibility partially mediates the positive influence of celebrity credibility on brand equity and expectation of relationship continuity. A significant differ-ence is found for new users in terms of relationship continuity expectations. This study examines the hitherto unexplored role of celebrity credibility in the case of the smartphone. Relationship continuity, an important construct in services, is tested fora tangible product. (C) 2021 Published by Elsevier Ltd on behalf of Indian Institute of Management Bangalore.