Relationships Between Parasocial Relationships, Brand Learning, and Brand Love: Moderated Mediation Effect of Celebrity Endorser Credibility

초록

This study integrates affect transfer, social identity, and source credibility theories to empirically investigate how parasocial relationships with celebrity endorsers shape consumer brand love, focusing on consumer brand learning processes and perceptions of endorser credibility. This study employs the PROCESS macro to test hypotheses, utilizing survey data collected from 519 Chinese consumers in the realm of fashion brands. Our key findings suggest that consumer brand learning positively mediates the link between parasocial relationships and brand love. Furthermore, among the three dimensions of celebrity credibility, trustworthiness and expertise are pivotal in enhancing the positive indirect impact of a parasocial relationship on brand love, whereas the moderated mediating effect of attractiveness on this indirect path is not significant. This study advances the conceptual understanding of how parasocial relationships and endorser credibility jointly shape consumer brand love through cognitive and affective mechanisms, highlighting that dimensions of endorser credibility differ in their influence. The findings also offer practical insights for marketers navigating the complex landscape of celebrity endorsements, consumer learning, and consumer attitudes toward brands.

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