The moderating role of brand image in the impact of celebrity endorser credibility on brand trust and behavioral intention: An application in airline companies

Celebrity endorser credibility is an important construct consisting of the dimensions of expertise, trustworthiness, and attractiveness, and it can influence consumers' perceptions of a brand. Celebrity endorsers are widely used in marketing communications, and their effects on consumer trust and behavior have attracted significant attention in the literature. Especially in highly competitive service industries such as the airline sector, celebrity endorsers are frequently employed to strengthen brand trust and foster customer loyalty. This study examines the effects of the dimensions of celebrity endorser credibility on brand trust, as well as the effect of brand trust on behavioral intention. In addition, the moderating role of brand image in the relationship between brand trust and behavioral intention is tested. The research was conducted in the context of the airline industry. Data were collected through a survey using scales of celebrity endorser credibility, brand trust, brand image, and behavioral intention. After performing validity and reliability analyses of the scales, the responses were analyzed using exploratory factor analysis, regression analysis, and moderation analysis techniques. The analysis results indicate that all dimensions of celebrity endorser credibility have positive and significant effects on brand trust. Furthermore, brand trust positively influences consumers' behavioral intentions (i.e., future purchase and recommendation intentions). In addition, brand image has a significant moderating effect on the relationship between brand trust and behavioral intention. In particular, the effect of brand trust on behavioral intention is stronger when brand image is high. The findings show that, in the airline industry context, celebrity endorsers play a critical role in building brand trust and shaping positive customer intentions. Moreover, by focusing on the airline industry, this study addresses a gap in the literature and provides theoretical contributions. Additionally, the results offer important insights for marketing managers of airline companies regarding celebrity endorser selection and brand strategy formulation.