Do the Opinions of Vloggers and Celebrities Add a Value on a Brand

Abstract

The aim of this study is to examine the effects of perceived value and brand image on brand loyalty, as well as the moderating role of celebrity-brand congruence, and vlogger-brand congruence on the effect of perceived value and brand image on brand loyalty. Data was collected from 314 participants using an online survey. Regression and a process macro analysis were used to test the hypotheses. According to the results of this study; perceived value and brand image have a positive and significant effect on brand loyalty. Celebrity-brand congruence and vlogger-brand congruence have a negative moderating role on the effect of perceived value on brand loyalty. In contrast, celebrity-brand congruence and vlogger-brand congruence do not have a significant moderating role in the effect of brand image on brand loyalty. Finally, perceived value has significant conditional effects on brand loyalty at low value, middle value, and high value of both celebrity-brand congruence and vlogger-brand congruence.