Celebrity endorser credibility, brand credibility and the effect of controlled communication on consumer based brand equity

Advertising is a form of marketing communication. Advertising is used to encourage and persuade consumers to create or maintain new behaviors. Television advertising mediates many needs of the entertainment and new. This communication tool, which can appeal to both of the ear and the eye, has an undeniable influence on the masses from the past to the present. Celebrity endorser are followed by they create effect on the society. The use of celebrity in product/brand advertisements is a common marketing strategy. The main purpose of this study is to explain the strategy of the prominent endorser in advertising, to reveal its effects on the brand and what kind of the position on according to academic sources. In this study, the effect of renowned celebrity endorser credibility, brand credibility and the brand equity of the controlled communication based on consumer was investigated. For the study, regression management was used in the analysis of data and the data collected by survey method. As the results of the study, the credibility of the celebrity supporter has the effect of expertise and attractiveness dimension on brand credibility, the credibility of the celebrity endorser credibility has only the effect of credibility dimension on the brand equity and the controlled communication has no effect of attractiveness dimension on celebrity endorser credibility. It is concluded that the controlled communication has a positive effect of the brand credibility and equity based on consumer. Finally, it is concluded that brand credibility has a statistically significant effect of the brand equity based on consumer.