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Drawing on stimulus-organism-response theory, the current paper was an investigation of the associations among a celebrity endorser’s credibility and brand affection, self-brand connection, and purchase intention along with how parasocial relationships moderate these emotion-based associations. Data from 299 Korean millennials were tested applying structural equation modeling and multi-group methods. The findings indicated that celebrity endorser’s credibility positively correlated with brand affection and self-brand connection and that they were in turn, associated with purchase intention. Furthermore, both brand affection and self-brand connection fully mediated the impact of celebrity endorser’s credibility on intention to purchase. Parasocial relationships moderated the influence on self-brand connection but not on brand affection. More precisely, the impact on self-brand connection was stronger with more parasocial relationships. The theoretical and practical contributions arising from these results are discussed.

The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses