Credibility and consumer-based brand equity: A multidimensional ‘between-within’ perspective in low involvement settings

Abstract

This study adopts a multidimensional ‘between-within’ perspective of credibility to investigate the impact of celebrity credibility on consumer-based brand equity (CBBE) and the mediating role of brand credibility in this relationship, with each construct conceptualized and operationalized as multidimensional. To do so, this study surveys 338 young consumers of carbonated soft drinks, a low involvement setting