The Effect of Celebrity endorser Credebility on Brand Equity, by Consider of Mediator Role Brand Trust

Endorser and supporter celebrities can establish secondary links with customers, build brand equity, endorse the uniqueness and celebrities can affect perceived quality product. Celebrity supporting the brand increase brand value by the customer, building brand equity. Recent studies have shown that major celebrities, as well as promote the brand trust aswell. Also the brand celebrity influence brand equity by brand confidence and Accreditation. This study aimed to investigate the influence of celebrities on the development of brand equity with the role played trusted brand in the industry and Pandora brand apparel brand and consumers have been considered as a case study.This study is descriptive. The population of this research are clients of leather garments up Pandora in Tehran. Data are collected by questionnaire. For data analysis and hypothesis testing, model and questionnaire as well as structural equation modeling (SEM), confirmatory factor analysis (CFA) was used. Results showed that credibility of brand celebrity by elements of expertise, attractiveness and trustworthiness has a significant impact on brand trust and brand equity. The impact on brand equity and brand trust was significant. Finally, the effect of credibility of brand celebrity on the dimensions of brand equity including brand awareness, perceived quality, brand association and brand loyalty was significant.