Celebrity Endorsement Research Articles

PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara)

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.

Materialism and Tourism Brand Attachment in Influencing Compulsive Buying for Generations Y And Z Travel in the Post-Covid 19 Pandemic Period

This study aims to analyze the effect of materialism and tourism brand attachment on compulsive buying for travel in generations Y and Z in Indonesia. This study also to analyse the influence of the predecessors of materialism and compulsive buying such as SNS advertisement, celebrity endorsement, and ideal self-congruence. This research is an explanatory research with a quantitative approach. A survey using a questionnaire was conducted to collect primary data in this study. The population in this study is all Y and Z generations in Indonesia. The sample in this study was determined using a non-probability sampling method because the total population is not known with certainty. The sampling technique used was purposive sampling with the criteria (1) maximum birth in 1981, because the research wanted to explain about compulsive buying in generations Y and Z, (2) active users of social media or social network services (SNS), because this research wanted explain the effect of variables related to the use of SNS such as SNS advertisement, celebrity endorsement, and ideal self-congruence on compulsive buying. The number of respondents in this assessment was 250 respondents. The data obtained was then analyzed using Covariance Based Structural Equation Modelling.

Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.

(1) Background: Playful immunization promotion helps to approach persuasive efforts and raise vaccine acceptance. However, playful promotion in the field of HPV immunization has not been explored. (2) Methods: To address this gap, we analyzed data gleaned from 73 short videos posted by state media and from semi-structured interviews with 37 Chinese stakeholders using thematic analysis. (3) Results: The analysis revealed that state media promoted HPV immunization using celebrity endorsement, anthropomorphism techniques and entertainment performance strategies. Additionally, state media engaged in circle mobilization and livestreamed on Douyin to reach wider audiences. Although playful strategies increased the popularity of HPV vaccine promotion, insufficient multi-stakeholder partnerships and homogeneous message delivery decreased the efficiency of HPV immunization promotion campaigns. (4) Conclusions: The strengthening of multi-stakeholder partnerships and the optimization of the public service provision of HPV vaccination are expected. Our research will not only deepen the global audience's understanding of Chinese immunization promotion campaigns, but also offer insights for implementing future global health promotion.

Pengaruh Endorser Arief Muhammad Terhadap Minat Beli Konsumen Pada Produk Cakekinian

The strategy carried out by the company in increasing the sales value of products through advertising elements, one of which is determined by the Endorser. This study aims to determine the influence of endorser Arief Muhammad on consumers' buying interest in contemporary cake products. In the concept of celebrity endorser according to Terence A. Shimp, there are 5 dimensions known as TEARS. And the concept of buying interest used in this study is the AIDA model theory initiated by Kotler & Keller. The research method in this study uses a quantitative approach with a survey method. The data collection technique uses a non-probability sampling technique. The respondents are active followers of the instagram account @cakekinian.official. The results showed that the credibility of the endorser contributed 63.1% of its influence on buying interest which means a strong influence and the remaining 36.9% was influenced by other factors outside the factors studied. This study concluded that there is an influence of endorsers on consumers' buying interest.

The Positive Relationship Between Social Media Marketing, Brand Awareness, and Brand Association, and How Celebrity Endorsement Boost the Effects of SMM

This research explores the complex relationship between social media and brand equity in the cutthroat world of contemporary business, emphasizing luxury businesses. Advertisements and live streams are examples of the concrete components of social media marketing (SMM) in contrast to brand equity, which encompasses intangible aspects like awareness and association. The purpose of the article is to clarify the complex relationship between SMM and brand equity and to show how SMM may be a driving force behind revolutionary changes in brand perceptions. The study also looks at the impact of celebrity endorsements on the luxury brand market, highlighting the power of celebrities to arouse feelings and create strong connections between the endorsed brand and its goods. The goal of this study is to provide a thorough knowledge of the beneficial relationship between SMM, brand awareness, and brand association by examining this complex relationship and revealing the inherent value that celebrity endorsements bring to the synergy between SMM and brand equity. These observations provide insightful advice for marketers negotiating the challenges of contemporary brand construction.

The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

Celebrity Endorser Terhadap Keputusan Pembelian Produk Somethinc melalui Brand Image pada Marketplace Shopee (Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

This research discusses problems with Somehinc products. The purpose of this research is to explain the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products, to explain the influence of Celebrity Endorsers on the Brand Image of Somethinc Products, to explain the influence of Brand Image on Purchase Decisions for Somethinc Products, to determine the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products through Brand Image Somethinc Products. This research uses a quantitative approach using the path analysis method, with a total of 123 respondents. The results of this research are (1) Celebrity Endorser has a significant influence on purchasing decisions (2) Celebrity Endorser has a significant influence on Brand Image (3) Brand Image has a significant influence on Purchase Decisions (4) Celebrity Endorsers have a significant influence on purchasing decisions through Brand Image.

The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men

The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

Analisis Keputusan Pembelian Produk Wardah melalui Celebrity Endorsement dan Kualitas Produk

The pace of the cosmetics/beauty product industry in Indonesia increases every year. In Indonesia there are several beauty product brands such as: Wardah, Sariayu, MS Glow, Emina, Somethinc, Avoskin, Lacoco, Azarine, PS Glow, Dear Me Beauty, Y.O.U Beauty, Purbasari, Scarlett Whitening, Madame Gie, Make Over. This research aims to analyze celebrity endorsement and product quality on purchasing decisions for Wardah products. The data used is primary and secondary data. The data collection method uses a questionnaire via Google Form. The analysis technique uses the Structural Equation Modeling-Part Least Square (SEM-PLS) method. The sampling technique uses a non-probability technique with purposive sampling type. A sample of 97 respondents was obtained. The data processing technique uses the SmartPLS 4.1 program. The variables in this research are the independent variables, namely celebrity endorsement and product quality, and the dependent variable, namely purchasing decisions. The research results show that celebrity endorsement has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions.

Why did I buy this? Examining the relationship between consumer ethnocentrism, celebrity endorsement and post-purchase regret

Why did I buy this? Examining the relationship between consumer ethnocentrism, celebrity endorsement and post-purchase regret

Influence Unleashed: The Impact of Social Media on Consumer Perceptions Regarding on Adidas Products

In todays digital era, social media (SM) have become important platforms for brands to disseminate information and engage with consumers. The present study explores the impact of SM on consumers' information acquisition and decision-making from the perspective of Adidas. Adidas effectively share product details, launch new items, and interact with its audience via SM. By examining various marketing approachesincluding reputation marketing, key opinion leader (KOL) and celebrity marketing, and influencer marketing, this research tries to analyze how Adidas leverages social media to enhance brand visibility and consumer engagement. The literature review reveals that social media significantly influences consumer perceptions and decisions, particularly through influencer marketing and social commerce features. Additionally, the importance of authenticity and detailed reviews in building consumer trust was emphasized. More in-depth understanding of the influencing mechanism can provide valuable insights for Adidas and similar brands to optimize their related strategies, ultimately driving consumer engagement and purchasing behavior.

Internet Celebrity Marketing: A Consumer Trust Shaping Approach Based on KOL OpinionsTaking Holiland as an Example

With the rapid development of the internet, it brings up the influencers economic, and also already immerse into peoples daily life. As a sponsor of influencers economic, get through their own influence, act on their followers. This paper takes sweet desert brand: Holiland as the research object, aim to discuss about how to shape the image of KOL, and using the KOL identity. This study analyzes how the brand combines internet use, to make an impact on consumers attitude and willingness to buy, in addition to increase the sales volume of products and brand awareness, to achieve brand transformation and upgrading, become the top of baking industry in China. This study adopted methods of literature review to analysis the characteristic of market and the strategy of spreading in systematically. Besides, it also provides relevant advices in marketing strategy. This research provides the basis of how to use the identity of KOL, lead the brand to take the road of sustainable development.

PENGARUH CELEBRITY ENDORSE, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN

The purpose of this study was to determine the effect of celebrity endorsement, brand image and consumer trust on purchasing decisions (a case study on consumers of Erigo clothes in Kepahiang District. This research uses descriptive research methods with quantitative data analysis. The population in this study was all Erigo clothing consumers in Kepahiang District, totaling 80 respondents. Based on the results of multiple linear regression, the regression equation Y = 6.733 + 0.195 (X1 ) + 0.408 ( X2) + 0.194 (X3) is obtained. The results and hypotheses show that celebrity endorsement shows a value of > (2,114 > 1,991) and (sig = 0.038 <0.050), brand image shows a value of > (6,300 > 1,991) and (sig = 0.000 <0.050), and consumer trust shows a value of > (2.218 > 1.991) and (sig = 0.030 <0.050). The results of the f test show that Fcount > Ftable, namely (55.674 > 3.9603) and (sig α = 0.000 <0.050), Simultaneously Celebrity Endorse, Brand Image and Consumer Trust Have a Significant Influence on Purchasing Decisions. Keywords: Celebrity Endorsement, Brand Image, Consumer Trust and Purchasing Decisions

Examining process mechanism of celebrity attributes on brand advocacy

PurposeThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.Design/methodology/approachThe study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.FindingsCelebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.Originality/valueThe study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Analysis of ZARA's Social Media Marketing Strategy in China

The rapid iteration of the fashion industry and the influx of numerous niche emerging fast fashion brands into the market have driven continuous innovation in social media marketing strategies, with new promotional methods constantly emerging. This article, utilizing literature analysis and observational methods, examines ZARA's social media marketing strategy in China. This analysis is beneficial for companies in the fast fashion industry, particularly those looking to expand their influence in the Chinese market. After a detailed analysis of the characteristics and marketing methods of Chinese social media platforms, the impact of external factors on Chinese consumers, and ZARA's social media presence, the article provides detailed recommendations for social media marketing strategies. ZARA, as a pioneer in the fast fashion industry, has established a certain market presence on Chinese social media platforms. However, its promotional strategy still shows potential for improvement. On platforms like Weibo and Little Red Book, ZARA's content strategy lacks specificity and diversity. In contrast, its live streaming marketing on platforms like TikTok demonstrates excellent visual effects and interactivity. This article provides several specific recommendations for ZARA's social media marketing strategy in China, such as strengthening brand storytelling and product showcases on Little Red Book, hiring celebrity endorsements, and regularly hosting styling challenges on TikTok. In summary, by implementing these strategies, ZARA is poised to achieve more effective brand building and market expansion in China's social media landscape.

Shaping our bodies to our shape our selves: A theological remedy to the discontented pursuit of the body I want to be

AbstractThe late modern person has a complicated relationship with the body: despite a contemporary “return to the body,” the body is still conceived as a project which the person must advance and revise in order to both express and shape their sense of self‐identity. For all people this project is destined to failure at some point, and it has a range of concerning implications along the way. In thrall to the prevailing cultural ideologies that idolize projection, progress, and proficiency, our approach to the body is more likely to be characterized by manipulation and striving than the divine affirmation that “it is good” (Gen 1). This dynamic underlies the modern epidemic of ill health, eating disorders, disordered eating, “obesity,” and body‐shaming. Contemporary Christians are poorly insulated from the perils of a culture that is simultaneously body‐obsessed and body‐denying. A barely perceptible Gnosticism undergirds much of the popular theology of the body in practice, and the church has done little to address these ills, instead becoming mired in other body issues centered around sexuality and reproduction. The church has even absorbed the aims of the “wellness” industry and diet culture, sprinkling them Christianese and Christian celebrity endorsements. What can a biblical Christian thought and practice offer as a remedy? Ultimately, the human person need not strive to establish his or her identity, instead it is held secure in Christ. Both beauty and health, theologically defined, emerge from the integration of self and body, and the participation of the whole person in the divine life.

Paws and Reflect: Assessing the Impact of User Reviews and Ratings on Pet Food E-commerce Purchase Decisions

The pet food industry in the Philippines is thriving as the leading country in Southeast Asia in pet ownership. This study explores this growing sector and its e-commerce landscape, anchored in Rotter’s Expectancy-Value Theory. It uses a quantitative design to examine how online user reviews and ratings influence Filipino pet owners' expectancy & value as the independent variables, motivation with purchase decisions as the dependent variable, and celebrity endorsement as a moderating factor. The study also assesses the credibility and reliability of online reviews and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. The study’s results indicate that respondents highly value a product's attributes when making a purchase decision. While product value significantly impacts purchase decisions, expectations about online reviews and ratings do not influence buying motivation. Celebrity endorsements, however, do affect motivation. This study suggests that marketers and pet food retailers should focus on enhancing the quality of user reviews and ratings, engaging with industry experts, and improving customer interactions to foster credibility, trust, and informed purchasing.

The Influence of Celebrity Endorsement on Customer Loyalty: A Case of Econet Wireless Company

This research investigates the influence of celebrity endorsement on customer loyalty, using the case of Econet Company. Most literature sources are available on developed countries, with a few on developing countries. A pragmatic philosophical approach involving the use of the exploratory, descriptive and explanatory research design was adopted to fully understand the research questions. Quantitative results were complemented by qualitative data obtained from interviews. In conducting the survey, a sample of 130 respondents was selected using the Krejice and Morgan (1970) sample estimation tables. The targeted respondents included the Econet Company customers. A Likert scale structured questionnaire was used to collect data. Spearman coefficient and multiple regression analysis were used to analyse data with the aid of the Social Package for Social Sciences (SPSS). The Cronbach Alpha test was performed, and all the values were greater than 0.7, which was therefore accepted (Nunnally and Bernstein, 1994). It was revealed that independent variables (celebrity reliability, celebrity expertise) and the mediating variables (customer satisfaction and customer trustworthiness) have a positive influence on customer loyalty according to the Spearman Correlation test, which yielded a minimum correlation coefficient of 0.58 and a maximum of 0.78 leading to the rejection of the proposed null hypothesis. The study recommended that Econet Company select celebrity endorsers based on the celebrity’s reliability, attractiveness, and expertise, as this contributes significantly to customer satisfaction and trustworthiness, which will result in customer loyalty. Furthermore, Econet Company must perform a well-thought screening and choose wisely the celebrity endorsers who align correctly with the image and values of the company’s brands or products. It must also avoid using celebrities with any kind of negative publicity. The study contributed not only to the literature on celebrity endorsements but also to filling the gap in the literature, providing immense usage for these techniques. Finally, the conclusion suggests that further research be carried out on a larger sample size and done on another

Florasis: the emerging C-beauty brand

Learning outcomes This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry. Case overview/synopsis Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space? Complexity academic level This case study is suitable for students of the graduate and undergraduate programs in management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.