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Exploring the role of spiritual leaders as celebrity business founders and brand endorsers

Sharma, P, Sardana, D, Gupta, N and Arli, D 2022 , 'Exploring the role of spiritual leaders as celebrity business founders and brand endorsers' , Marketing Intelligence & Planning, vol. 40, no. 1 , pp. 105-120 , doi: 10.1108/MIP-07-2021-0225.

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Abstract

Purpose:This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.Design/methodology/approach:The authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.Findings:Perceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.Research limitations/implications:The results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.Practical implications:This research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.Originality/value:This paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).

Item Type: Article
Authors/Creators:Sharma, P and Sardana, D and Gupta, N and Arli, D
Keywords: brand credibility, business founders, celebrity endorsement, emerging markets, normative community pressure, spiritual leaders
Journal or Publication Title: Marketing Intelligence & Planning
Publisher: Emerald Group Publishing Limited
ISSN: 0263-4503
DOI / ID Number: 10.1108/MIP-07-2021-0225
Copyright Information:

© Emerald Publishing Limited

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