Celebrity Endorser and Purchase Intention: The Mediating Role of Resonance-Based Self-Attitude and Brand Credibility

• 발행기관: 한국유통과학회
• 저자명: Stephanie Angelina GUNAWAN Asep HERMAWAN Anton Wachidin WIDJAJA Innocentius BERNARTO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.7, 603~611쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.07.30

영문 초록

This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Research Methods

4. Results and Discussion

5. Conclusion

키워드

Celebrity Endorser Credibility Celebrity Endorser Congruity Resonance-Based Self-Attitude Brand Credibility Brand Purchase Intention