Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies–Model Questionnaire

Abstract

The “Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model” (Borges-Tiago, Santiago, & Tiago, 2023) is a measurement model designed to evaluate the factors preceding and following endorsers’ involvement in marketing and communication initiatives. It was developed specifically for a study that explored the impact of social media influencers on the relationship between brands and customers. The items comprising this model were adapted from existing research, including works by Simonin & Ruth (1998), Ohanian (1990), and Erdem & Swait (2004). The model was rigorously assessed using structural equation modeling and administered to an online sample. The study reported on the reliability and validity of the resulting measure.

Keywords

Brand Credibility, Brand Equity, Brand Familiarity, Celebrity Endorsement, Consumer Behavior, Consumer Measures, Credibility, Customer Brand Engagement, Digital Marketing, Endorser Credibility, Marketing and Communication Strategies, Social Influences, Social Media, Social Media Ecosystem

Authors

Borges-Tiago, Maria Teresa; Santiago, Joanna; Tiago, Flavio

Purpose

The primary purpose of this measurement model is to assess the antecedents and consequences associated with endorsers’ participation in various marketing and communication strategies. This encompasses understanding what leads to endorser involvement and what effects this involvement has on consumer behavior and brand perception.

Validity

The validity of the “Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model” was examined through convergent and discriminant validity. Although the Average Variance Extracted (AVE) for two dimensions was less than 0.5, this was deemed acceptable because the composite reliability for these dimensions was greater than 0.6, indicating adequate convergent validity (Hair et al., 2019). Regarding discriminant validity, the cross-loadings met the necessary criterion as established by Hajli (2014), suggesting that the constructs are sufficiently distinct from one another.

Reliability

The reliability of the “Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model” was assessed through internal consistency. Measures of internal consistency, including Cronbach’s Alpha, rho_A, and Composite Reliability, were reported to be above 0.70 across all constructs. This indicates a high level of internal consistency, suggesting that the items within each construct are consistently measuring the same underlying concept.

Factor Analysis

Structural equation modeling was employed in the development and refinement of the model. During this process, one initial measure, BELoyalty3, was removed. Following a second run of the Partial Least Squares (PLS) Algorithm, BELoyalty2 was also excluded as its value fell below the cut-off point (specifically, it had a value of 0.492 after the second run). The Standardized Root Mean Square Residual (SRMR) for the resulting model was approximately 0.10, which indicates a good model fit according to the criteria outlined by Hair et al. (2019). This iterative process of item removal and model re-evaluation aimed to ensure the best possible fit and interpretability of the measurement model.

Instrument: Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model

Test Type

Original Inventory/Questionnaire

Format

Items are rated using a 7-point Likert-type scale, allowing for a range of responses from strong disagreement to strong agreement.

Language Available

English; Portuguese

Population Group

Human; Male; Female

Age Group

Adulthood (18 years and older); Young Adulthood (18-29 years)

Population Details

The study was conducted in Portugal, and the respondents were adults.

Test Methodology

The test methodology involved Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Measurement Model, and Structural Equation Modeling. The administration method was electronic, and the measure includes 35 items.

Keywords

Brand Preferences, Celebrities, Consumer Attitudes, Consumer Behavior, Credibility, Social Influences, Social Media, Digital Marketing, Consumer Measures.

Authors

• Borges-Tiago, Maria Teresa

  • Author ORCID Identifier: No data is Available

  • Affiliation: University of the Azores School of Business and Economics, Business Department

  • Email addresses: [email protected]

  • Correspondence Address: University of the Azores, School of Business and Economics, Business Department, Rua da Mãe de Deus, Ponta Delgada, Portugal, 9501-801, [email protected]

• Santiago, Joanna

  • Author ORCID Identifier: No data is Available

  • Affiliation: Universidade de Lisboa ISEG – Lisbon School of Economics & Management

  • Email addresses: [email protected]

  • Correspondence Address: No data is Available

• Tiago, Flavio

  • Author ORCID Identifier: No data is Available

  • Affiliation: University of the Azores School of Business and Economics, Business Department

  • Email addresses: [email protected]

  • Correspondence Address: No data is Available

Files

No file is available.

Permissions & Fee and Test Year

• Permissions: Contact Corresponding Author (Maria Teresa Borges-Tiago)

• Commercial Use: No

• Fee: No

• Test Year: 2023

References

Borges-Tiago, M. T., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better? Journal of Business Research, 157, Article 113606. doi:10.1016/j.jbusres.2022.113606

Items of the Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model

The measure includes 35 items, which are organized into several dimensions and subscales. While the specific wording of each item is not provided in the given text, the following dimensions and their respective subscales constitute the structure of the instrument:

• Brand Familiarity

• Endorser Credibility

  • Attractiveness

  • Expertise

  • Trustworthiness

• Brand Credibility

  • Expertise

  • Trustworthiness

• Involvement with Endorser

• Customer Brand Engagement

  • Cognitive Processing

  • Affection

  • Activation

• Brand Equity

  • Brand Awareness

  • Brand Associations

  • Perceived Quality

  • Brand Loyalty

The items are rated using a 7-point Likert-type scale. The specific items can be found in Table 1 on pages 6-7 of the source reference: Borges-Tiago, M. T., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better? Journal of Business Research, 157, Article 113606.