The Relationship between Celebrity Endorsement, Brand Experience, Brand Love, and Brand Emotional Value of Nature Republic Cosmetics

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

“…While celebrity endorsement and brand experience have no direct effect on the brand's emotional value, it is suggested that other researchers investigate the concepts of both brand love and brand emotions in the future (Mulyawati and Handayani, 2020). Brand experience (sensory, emotional, intellectual, and behavioural) influences two aspects of brand love (Akgözlü and Kılıç, 2021;Ferreira and Gabriel, 2022).…”

“…Brand love here is for the brand supporting ambassadors, not for the advertised brand. This research tries to further examine the concepts of brand love in other aspects, not for the product itself (Mulyawati and Handayani, 2020). Previous studies highlighting brand ambassadors but not seeing how much celebrities are loved by their fans so can affect interest in advertising partners.…”

“…Previous studies highlighting brand ambassadors but not seeing how much celebrities are loved by their fans so can affect interest in advertising partners. Other research on celebrity worship (Mulyawati and Handayani, 2020;Zsila et al, 2018) focuses more on how idol worship makes fans willing to spend a large amount of money on items related to their idols, such as physical albums and fashion, and other knick-knacks (Ardhiyansyah et al, 2021) but not on brand partners who contracted them as brand ambassadors. As in the findings (Nugraha et al, 2018), the influence of celebrity endorsement did not strongly influence buying interest.…”