The Effect of a Celebrity Endorser on Purchase Interest through Brand Image

Abstract

In facing the fierce competition between shampoo products, P&G features Lionel Messi as its celebrity endorser. Lionel Messi is well-known by the public. He promotes Head & Shoulders products, can be understood by consumers and suggests that Head & Shoulders shampoos help to overcome various problems experienced by consumers. The purpose of this study was to investigate the direct and indirect effects of a celebrity endorser on purchase interest through brand image, and the role of brand image as a mediating variable between a celebrity endorser and purchase interest. The research sample consisted of 329 participants. This was descriptive and explanatory research, which used a quantitative approach. Data were analyzed using PLS-SEM. The results were: (1) the celebrity endorser had a significantly positive influence on the purchase interest and brand image of Head & Shoulders shampoo products; (2) brand image had a significantly positive influence on the purchase interest of Head & Shoulders shampoo products; (3) brand image mediates the influence of the celebrity endorser on the purchase interest of Head & Shoulders shampoo products.
 Keywords: celebrity endorser, purchase interest, brand image

Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product

“…The total effect of Y1 on Z is 0.347. This indicates that the word of mouth has a positive effect on purchasing decisions, this results similar with Masato (2021) who found that word of mouth can influence purchasing decisions. In addition, according to Khasanah et al (2021), Since consumer purchasing decisions are also influenced by the quality of the product, brands need to maintain the quality of the product, which can lead to the creation of wordof-mouth.…”

“…This result had a similar result with Torlak et al (2014), that there is a significant impact of brand image on purchase intention. Masato (2021) discovered in another study that celebrity endorsers have a good and significant impact on the brand image, which implies that the better the celebrity endorser, the better the brand image will be. Additionally, brand image has a positive and considerable impact 88 Agro Ekonomi Vol.…”

“…Brand image is one of the important things that must be considered in marketing. In a study conducted by Masato (2021), it was found that the role of influencer or celebrity endorser significantly influences the brand image and consumer purchasing decisions. In addition to brand image and word of mouth, influencers are also proven to affect brand awareness.…”

The Effect of Celebrity Endorsement on Purchase Intention

“…However, this would also mean that if the brand ambassador has a poor public image, it would also poorly affect the brand. A research by Masato (2021) supports this relationship theory between celebrity endorsement and brand image. Thus, celebrity endorsement can have an impact on a brand's image if the celebrity's unique characteristics are considered and accentuated.…”

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

“…The advertisers should not perceive that the any celebrity will move a mystic wand and the sales will instantly jump up, but they will have to be critically careful to choose the celebrity with right characteristics (Dey & Gayathri, 2021). 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).…”