Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

The main objective of this research is to investigate the triadic relationship among celebrity worship, self-brand connection and brand equity. Specifically, it aims to investigate the role of self-brand connections as a mediating variable in the relationship between celebrity worship and brand equity. The results of the conditional process analysis revealed that celebrity worship influences brand equity through direct as well as indirect pathways. It reveals that there is a direct and positive influence of celebrity worship on brand equity. It also finds that the consumer self-brand connection mediated the effect of celebrity worship on brand equity, extending support for the indirect influence on brand equity enrichment. The findings of the study offer key insights for academicians and marketing practitioners. It is one of the pioneering studies in the field of celebrity worship which helps academicians decipher the impact of celebrity as idols on the endorsed brand equity. Brand managers can use the findings for targeting niche consumer segments who are celebrity worshippers as they are more likely to remain loyal to the brand. They can also benefit from developing relationships with consumers as these may transform into long-lasting benefits for the brand.