Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Clara, Catharina

doi:10.24912/jm.v27i1.1078

Cited by 6 publications

(6 citation statements)

References 50 publications

(137 reference statements)

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“…Meanwhile, Hutabarat and Surya (2023) argued that experience in using products would encourage consumers to repurchase. In contrast, according to Clara (2023), the results show that celebrity endorsements, brand love, and experience do not significantly affect purchase intention. As consumers become more sophisticated and demanding concerning brand values and new experiences increased luxury awareness and a blend of customary Eastern values with Western values have given acceptance to global luxury brands, especially in emerging markets.…”

Section: Introductioncontrasting

confidence: 57%

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Meijani

Rousta

Jamshidi

2023

SAJM

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PurposeThe expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.Design/methodology/approachSurvey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.FindingsAccording to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.Research limitations/implicationsThis study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.Practical implicationsThis paper provides insights for current and future marketers and managers, especially in Iran.Originality/valueThis investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.

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Section: Introductioncontrasting

confidence: 57%

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Meijani

Rousta

Jamshidi

2023

SAJM

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“…Products are more likely to strike a chord with customers when included in media material that represents the target audience's cultural background. Brand recognition and purchase intent may both increase when consumers have such pleasant memories associated with a product (Clara, et al 2023). However, if the product placement is offensive or insensitive to the target audience, it might backfire and turn off prospective buyers.…”

Section: • Cultural Relevance and Consumer Perceptionmentioning

confidence: 99%

The Effect of Multicultural Marketing on International Product Placement

et al. 2023

IJFMR

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The efficiency of foreign product placement is investigated, along with the role that multicultural marketing methods play. As globalization continues to influence purchasing habits, businesses are looking for new methods to reach a multicultural customer base. Advertising and promotions in multicultural marketing are catered to different ethnic groups so that they are more likely to connect with and purchase from the brand. This study digs into the increasing value of product placement as a central advertising strategy for inserting items into material consumed by people of different cultural backgrounds. Marketers want to increase brand identification, memory, and sales by product placement in media that is popular with customers of different cultural backgrounds. The research takes a mixed-methods strategy, delving into both qualitative and quantitative data (surveys, consumer behavior research) to better understand the factors that contribute to the success of multicultural product placement campaigns. It explores how product placement is received and how successful it is in different countries and among different cultural groups by considering the impact of cultural context. In addition, the study delves at methods through which companies may successfully integrate products across cultural boundaries while avoiding offending locals. Culturally appropriate product placement has been shown to greatly increase brand exposure and customer interaction in a variety of countries. A deeper emotional connection is made with customers, building trust and loyalty, when product placement is handled with cultural sensitivity and authenticity. Mistakes in cultural sensitivity may damage brand reputation and sales. Marketers now have a road map for maximizing the potential of multicultural marketing for cross-cultural product placement success, which advances the disciplines of international marketing, cultural communication, and product placement methods. Companies may harness the potential of diversity and inclusion in their global marketing efforts by better understanding the complex interplay between culture and product placement.

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“…Kainyu (2022) claimed that firms can always attract customers through celebrity endorsement. Many studies have empirically proved the helpful relationship of celebrity endorsement and message recall, announcement approval, attitude towards advertisement, attitude towards brand, and buying intention (Clara, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…These characteristics may include celebrity's credibility (Wang & Liu, 2023), celebrity's congruence with brand (Osorio et al, 2021), and celebrity's congruence with target audience (Masato, 2021). Celebrity's credibility can be further measured by its attractiveness (Clara, 2023), trustworthiness (Meng et al, 2023), and expertise (Wang & Liao, 2023). The study is distinctive enough as it opts to take generation z as its population which is Lifelong equipped with technology (Marks, 2021) and is target of many industries.…”

Section: Introductionmentioning

confidence: 99%

Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

Arif,

Tat,

Saad

et al. 2023

IJARBSS

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Generating purchase intention is the most integral objective of advertising for businesses. There are many factors that contribute to generate purchase intention and one of those is celebrity endorsement strategy. Businesses can always attract customers through celebrity endorsement. It warrants examining the relationship of celebrity endorsement and purchase intention in the context of z generation of Pakistan and turns to be the basic objective of the study. The study further gauges the mediation of attitude towards advertisement in such a relationship. It is a quantitative study based on deductive approach. It takes to put purchase intention as a primary research question in the field of marketing and opts to use questionnaire to collect data on the basis of convenience sampling which will be analyzed through SPSS and PLS. The data will be collected from 384 respondents. The study chooses source credibility theory, match up hypothesis, and source attractiveness theory as its underpinning theories.

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Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Cited by 6 publications

References 50 publications

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

The Effect of Multicultural Marketing on International Product Placement

Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

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