The Role of Brand Attitude and Brand Credibility as a Mediator of the Celebrity Endorsement Strategy to Generate Purchase Intention

Vidyanata, Deandra; Sunaryo, Sunaryo; Hadiwidjojo, Djumilah

doi:10.21776/ub.jam.2018.016.03.04

Cited by 43 publications

(56 citation statements)

References 22 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The path coefficients of celebrity endorsement, peers/families and image are 0.287 (p < 0.01), 0.593 (p < 0.01), and 0.323 (p < 0.01), indicating their significantly positive effect on the social influence construct. Contrary to the finding that celebrity endorsement does not directly affect consumer's intention to purchase online [61], the results in this study suggest that product endorsement from celebrities has a significantly positive effect on young consumers' intention to adopt mobile payment services. One of the marketing strategies in Taiwan's mobile payment market is the product endorsement from young celebrities.…”

Section: Discussioncontrasting

confidence: 99%

Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model

Wei

Luh

Huang

et al. 2021

JTAER

105

View full text Add to dashboard Cite

Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of the drivers/barriers of the young generation’s adoption of mobile payment has been inconclusive. This study intends to advance the body of knowledge on this subject based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT), incorporating the young generation’s risk perception and bonus/rewards provided by the mobile-pay firms. To this end, 295 samples with the majority being more tech-savvy, namely generation Y and generation Z, were collected from an online survey in Taiwan. The empirical results in this study demonstrate the uniquely positive effect of social influence on the young generations’ behavioral intention to adopt mobile payment. While behavioral intention and promotional activities are the drivers of the young generation’s actual usage of mobile payment, perceived risks are found to exert a negative impact, reflecting the risk-averse preferences of the young generation in Taiwan. The ignorable moderation effect of gender, on the other hand, suggests the absence of a gender gap in the use of mobile payment among the young generations. The findings in this research have important implications for the development of promotion programs motivating the young generation’s adoption of mobile payment.

show abstract

Section: Discussioncontrasting

confidence: 99%

Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model

Wei

Luh

Huang

et al. 2021

JTAER

105

View full text Add to dashboard Cite

show abstract

“…Moreover, brand and product attitude has been established as a variable that connects celebrity endorsement and personal lifestyle to purchase intention (Vidyanata et al, 2018).…”

Section: Fashion Advertisementmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

View full text Add to dashboard Cite

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

show abstract

“…Instagram is an application that allows users to share pictures of their lives with others and can be the source of an electronic mouth word (eWOM) (Vidyanata, Sunaryo & Hadiwidjojo 2018). A research by Jang et al (2015) found that 91% of travellers choose to share their travel experiences through pictures, and more than 50 million travel pictures have been shared on Instagram since it was introduced in 2010.…”

Section: Contextualisation Of the Study Instagrammentioning

confidence: 99%

Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations

Gumpo

Chuchu

Maziriri

et al. 2020

SA Journal of Information Management

View full text Add to dashboard Cite

Background: Online social networking websites have revolutionised communication in the postmodern era of today. Specifically, Instagram has witnessed a phenomenal growth, and the site is particularly popular with young consumers in South Africa. Instagram is seen by this cohort as a source of information to determine their tourism destinations.Objectives: This research examined how perceived usefulness of Instagram, perceived ease of use of Instagram and perceived credibility of Instagram influence attitude towards the use of Instagram, intent on using Instagram and actual use of Instagram to identify tourist destinations amongst young consumers.Method: A survey questionnaire was administered to 349 young student consumers who were based in the Johannesburg Metropolitan area of the Gauteng province, South Africa. A structural equation modelling procedure was utilised in testing the proposed relationships. Results:The results indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there was the strongest connection between attitude towards Instagram for identifying travel destinations and intention to use Instagram for identifying travel destinations. Conclusion:Tourism organisation marketers may be able to devote time in researching the practicality of using Instagram to increase awareness of tourist locations.

show abstract

The Role of Brand Attitude and Brand Credibility as a Mediator of the Celebrity Endorsement Strategy to Generate Purchase Intention

Cited by 43 publications

References 22 publications

Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model

Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations

Contact Info

Product

Resources

About