Brand Trust as Celebrity Endorser Marketing Moderator’s Role

Febrian, Angga; Fadly, Muhtad

doi:10.21776/ub.jam.2021.019.01.19

Cited by 19 publications

(23 citation statements)

References 43 publications

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“…They discovered a greater association between public figures' attractiveness and social media influencers. Additionally, a celebrity with more knowledge influences attitudes, which improves the intention to buy a product (Febrian & Fadly, 2021). The interaction of celebrities on social media creates an attitude that has a direct impact on consumers' intentions to make purchases.…”

Section: Celebrity Endorsement As Moderatormentioning

confidence: 99%

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

Hameed

Malik

Hadi

2023

ONLINE J COMMUN MEDIA TECHNOL

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The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention, shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.

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Section: Celebrity Endorsement As Moderatormentioning

confidence: 99%

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

Hameed

Malik

Hadi

2023

ONLINE J COMMUN MEDIA TECHNOL

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“…The attractiveness of celebrities is determined by their visual, personality, or other qualities, including intelligence or way of life (Febrian, 2021). In society, endorsers are valued according to their attractiveness.…”

Section: Celebrity Attractivenessmentioning

confidence: 99%

“…Consumers' attitudes toward brands have been demonstrated to significantly impact their purchase intentions (Goldsmith et al, 2000;2002;Yi, 1990;Gresham & Shimp, 1985). In a study on celebrity endorsements, Febrian (2021) discovered that buying decisions are impacted by brand attitude. Additionally, Till and Busler (2000) discovered that when buyers have a positive attitude towards a brand, their purchase intent is strong.…”

Section: Attitude Towards Brandmentioning

confidence: 99%

The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

Khanam¹,

Hossain²

2022

JBS

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Purpose: The purpose of this study is to investigate the effect of celebrity endorsement components (expertise, attractiveness, and trustworthiness) on brand attitude, brand loyalty, and purchase intention. This study looks at the elements of celebrity endorsements that influence young consumers' purchasing preferences in the Barishal region of Bangladesh. Methodology: The study model incorporates constructs from earlier literature that have been proven to have substantial relations with purchasing intention. A self-administered questionnaire has been used through an online survey to collect 205 data from young people aged 20 to 24. Additionally, SPSS has been used to analyze the data. Findings: The study demonstrates that celebrity expertise and trustworthiness significantly influence brand attitudes and brand loyalty. However, celebrity attractiveness is not much impacted by brand attitudes and brand loyalty. The study also demonstrates that brand loyalty is the most substantial influence on purchase intention. Practical Implications: The findings of this study will help producers, marketers, merchants, and advertisers figure out what traits of a celebrity contribute to a favorable brand attitude, brand loyalty, and buy intention. Originality: This paper empirically examines how different variables affect celebrity endorsement’s influence on the buying behaviour of consumers’ decisions of young customers. Research Limitations: In this study, the respondents are young, so the findings may not be applicable on a general basis.

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“…Celebrity endorsers influence products and services backed by talent, attractiveness, and trustworthiness. Effectively celebrities are mostly used to support the success of a brand [4]. The phenomenon that shows celebrity endorsers as supporters in promotional activities has been going on for a long time.…”

Section: Introductionmentioning

confidence: 99%

The role of celebrity endorsement on purchase intention of ERIGO products

Abianti¹,

Wahyudi²

2023

World J. Adv. Res. Rev.

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This research was conducted to see how celebrities as trusted endorsers can influence consumer purchase intentions and boost sales. In addition, to find out the involvement of celebrity endorsements in encouraging consumers of the Erigo brand which has become a well-known local brand in Indonesia. This study aims to determine the factors that influence purchase intentions for Erigo products. Data were analyzed using PLS-SEM and with a total of 377 respondents spread across Indonesia. The results of this study indicate that celebrity endorsement, brand attitude, and brand loyalty have a positive effect on purchase intention.

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Brand Trust as Celebrity Endorser Marketing Moderator’s Role

Cited by 19 publications

References 43 publications

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

The role of celebrity endorsement on purchase intention of ERIGO products

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