Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

Abstract

This research clarifies how Yemeni consumers perceive celebrity endorsement and examines the influence of celebrity attributes (Trustworthiness, Expertise, Attractiveness and likeability) on Yemeni consumer's purchase intention in terms of brand image. Moreover, The direct influence of the brand image on the intention of consumer purchases. Design/methodology/approach-This research has been designed and implemented using the quantitative research method. The survey community was identified in Yemen; a total of 282 respondents have collected. Modeling of structural equations (SEM) has been used to demonstrate and analyze the relationship among variables. Findings-Research findings some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity had a major influence on the intent of purchase for the consumer in terms of brand image. While the others were rejected (celebrity trustworthiness, celebrity attractiveness), It was also found that there is an important and direct correlation between brand image and customer buying intention. Discussion-In choosing a celebrity to endorse the brand marketers have to be cautious because the right qualities of the endorsement often contribute to the consumer's interest and the desire to purchase the item. For Yemeni consumer advertisers should concentrate more on the expertise of celebrities and the likeability of celebrities to enhance the brand image which ultimately leads to increased consumer buying intent.

Pengembangan Strategi Pemasaran Media Sosial Di PT. Vital Idola Pesona Tours & Travel

“…Dengan adanya kegiatan pemasaran media sosial di PT. Vital Idola Pesona Tours & Travel, diharapkan dari hasil kerja praktik ini, dapat membantu meningkatkan brand awareness dan brand image perusahaan yang kemudian dikedepannya dapat menarik konsumen baru yang dapat meningkatkan penjualan (Örs & Alawadhi, 2020). Pemilihan pemasaran di media sosial ini digunakan karena strategi pemasaran menggunakan media sosial dapat dilakukan siapa saja, selain itu jangkauannya yang luas juga menjadi alasan pemilihan strategi pemasaran ini (NGUYEN, 2021) .…”

Analisa Kredibilitas Endorser Social Media Terhadap Purchase Intention Dengan Mediasi Brand Image Dan Attitude

“…Trustworthiness membahas mengenai apakah influencer menilai suatu merek secara objektif atau bias dengan imbalan finansial/materi yang ditawarkan oleh merek (Wiedmann & von Mettenheim, 2020;Örs & Alawadhi, 2020). Semakin tinggi indikator kepercayaan influencer media sosial, maka semakin baik juga citra merek yang dipromosikan, sehingga perusahaan harus memilih endorser tanpa skandal (Adiba et al, 2020;Nugroho et al, 2022;(Ikawati et al, 2021).…”

“…Dalam penelitiannya, (Nugroho et al, 2022) mengemukakan bahwa semakin tinggi nilai persepsi keahlian influencer yang dapat dirasa oleh pengikutnya dapat meningkatkan citra merek dari produk yang dipromosikan. Pernyataan tersebut juga didukung oleh (Adiba et al, 2020;Ikawati et al, 2021;Örs & Alawadhi, 2020;Chan et al, 2021) yang menyatakan bahwa semakin baik keahlian dari endorser, maka dapat membantu konsumen untuk mendapatkan informasi yang lebih baik, yang akan meningkatkan citra merek karena rasa percaya yang diberikan. Namun pernyataan tersebut berbeda dengan hasil penelitian (Wiedmann & von Mettenheim, 2020) yang menyatakan bahwa keahlian influencer tidak memiliki pengaruh kepada merek karena influencer tidak berhubungan langsung dalam pembuatan produk.…”

Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

“…Consumers are also likely to buy products endorsed by celebrities due to the bandwagon and halo effects. In addition, research has demonstrated that advertisements with celebrity endorsements are associated with higher information processing speeds, better product evaluations and increased purchase intention, compared with advertisements lacking such endorsements ( Rs and Alawadhi, 2020 ). Therefore, we propose the following hypothesis:…”