Celebrity Endorser Credibility Research Articles

The Influence of Celebrity Endorser Credibility on Purchase Intention Mediated By Brand Love and BGBC

This research aims to analyze purchase intention in the influence of celebrity endorser credibility and mediated by brand love and belief in global brand citizenship. The population of this research is Tokopedia marketplace users. with a total sample of 194. The data analysis method uses Structural Equation Model-Partial Least Square (SEM-PLS). The research results found that celebrity endorser credibility has a significant impact on brand love, celebrity endorser credibility has a significant impact on belief in global brand citizenship BGBC, brand love has a significant impact on purchase intention, belief in global brand citizenship BGBC has a significant impact on purchase intention, celebrity endorser credibility has a significant impact on purchase intention. Brand love mediates celebrity endorser credibility on purchase intention. However, BGBC's belief in global brand citizenship, which mediates celebrity endorser credibility, has no influence on purchase intention. This implications of this research are discussed in the article

The Effect Of Endorser Credibility On Purchase Intention Mediated By Brand Attitude And Brand Credibility On Online Travel Agent Traveloka

Online travel agencies (OTAs) in Indonesia, such as Traveloka, spend annually to endorse their brands through celebrities on TikTok to influence consumer perceptions of credibility and purchase intentions. This research explores the impact of celebrity endorsers’ expertise, trustworthiness, and attractiveness on brand attitude, brand credibility, and purchase intention within the context of online travel agencies (OTA). Recognizing the significance of celebrity endorsement for enhancing the purchasing behavior of consumers towards OTA brands, the findings of this study have important implications for how OTA companies can strategically adopt celebrity endorsement to sustain their customers' intention to purchase travel-related services. The study employs Partial Least Method-Structural Equation Modeling and includes 244 respondents, and data analysis was conducted using SEM analysis with WarpPLS 7.0 software. The results indicate a significant positive effect of celebrity endorser credibility on purchase intention through brand attitude and credibility. By using credible celebrities as endorsers, OTA companies, such as Traveloka in Indonesia, have been successful in influencing consumers' brand perception and building brand credibility, which in turn positively affects their purchase intention. The research findings highlight the importance of brand attitude as the most significant factor that impacts consumers' intention to purchase. Consequently, the study provides valuable insights for OTA companies, emphasizing the necessity of employing credible endorsers to build brand credibility and positively influence consumers' attitudes and purchase intention.
 Keywords— Brand attitude; Brand Credibility; Endorser Credibility; Purchase Intention; Online Travel Agencies

Indonesian Generation Z’s Intention to Visit South Korea: The Mediating Role of Tourist Attitude on Travel Motivation and Celebrity Endorser Credibility

Objective: This study examined the effect of travel motivation and celebrity endorser credibility in influencing the intention of the Indonesian Generation Z to visit South Korea, with involved a mediating role of tourist attitude, which refers to the Korean Wave Phenomenon. Design/Methods/Approach: This study was done by quantitative approach with Partial Least Square Structural Equation Modeling (PLS-SEM) analysis procedure using SmartPLS 4. The data collection technique was purposive sampling, aimed at the Indonesian Generation Z as the target respondent. There were 385 data collected using the online questionnaires. Findings: The results show that travel motivation and celebrity endorser credibility positively and significantly affect the visit intention to South Korea. Tourist attitude also mediates the relationship between travel motivation and celebrity endorser credibility in affecting the visit intention to South Korea. Originality: The existing literature discovered the direct effect of travel motivation and celebrity endorser credibility on visit intention in the tourism industry. This study contributes to the existing literature by involving tourist attitude as a mediation variable in the relationship between tourist motivation and celebrity endorser credibility in affecting visit intention to South Korea. Practical/Policy implication: This study contributes to proposing recommendations for a more effective marketing and promotion strategy for tourism products in South Korea by looking at trends in tourist preferences and involving the role of celebrities as an endorser. Research also contributes to developing literature on marketing and promoting tourism products and tourist behavior literature.

Celebrity Endorsement and Purchase Intention: What Influenced Malaysian Youth Most?

The celebrity endorsement strategy has changed the way we think about marketing. This phenomenon has shaped a new advertising strategy which emphasis celebrity involvement to promote one product or/and services. In this regard, this paper aims to discover the influence of celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) towards Malaysian youth purchase intention (PI). A quantitative analysis was carried out and correlation research design was chosen for this research as the intention of this study is to see if a relationship does exist among celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) toward Malaysian youth purchase intention (PI). 138 respondents answered the questionnaire via online. Finding showed only three independent variables that are celebrity endorser attractiveness (ATT), product match-up (PMU) and consumer perception of quality (Qua) significantly contribute to the purchase intention. The study recommended that subsequent studies on celebrity endorsement should consider other age groups (e.g., adult). This study has also restricted itself to quantitative study. To provide deeper insights into the topic matter, it is recommended that subsequent studies should be conducted through qualitative research.

PERAN BRAND AWARENESS MEMEDIASI KREDIBILITAS CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

The purpose of this study is to determine the role of Brand Awareness mediating the influence of Celebrity Endorser credibility on Purchase Intention. The population of this research is all users or consumers of Shopee e-commerce platforms in Denpasar City whose numbers cannot be determined directly (infinite). The sampling technique uses nonprobability sampling with a sample size of 112 respondents. The analysis technique used is the path analysis technique (path analysis). This research proves that the credibility of celebrity endorsers and brand awareness has a positive and significant effect on purchase intention. The credibility of celebrity endorsers has a positive and significant influence on organizational commitment to brand awareness and brand awareness partially mediates the effect of celebrity endorser credibility on purchase intention.
 Keywords: purchase intention, brand awareness, celebrity endorser credibility, shopee mobile shopping

OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility

This research explores how the level of consumers’ need for cognition (NFC) is associated with celebrity endorser credibility and examines its effects on advertising-related attitudes. A 3 (endorser types: actor/actress, athlete, TV personality/talent) × 2 (endorser’s gender) factorial experiment with 435 Japanese consumers was conducted. Concerning Japanese OTC drug advertising, lower NFC individuals perceived celebrity endorsers as more credible in comparison to higher NFC individuals. The main effects of NFC and endorser type on endorser credibility existed; however, no interaction between the two variables was found. The endorser type had an influence on attitudes toward ads and the advertised brand.

Pengaruh Electronic Word of Mouth, Credibility Celebrity Endorser, dan Visibility Celebrity Endorser Dewi Sandra terhadap Brand Image Wardah Cosmetics (Studi Kasus Mahasiswi Fakultas Ekonomi dan Bisnis Universitas YARSI)

The purpose of this study was to determine the effect of electronic word of-mouth (eWOM), celebrity endorser credibility, and visibility celebrity endorser Dewi Sandra on brand image formation of Wardah Cosmetics for student in Faculty of Economics and Business, YARSI University. The analytical method used is descriptive analysis and multiple linear regression. The results of this study indicate that electronic word of-mouth (eWOM) and Credibility Celebrity Endorser have a positive and significant influence on brand image formation of Wardah Cosmetics. Meanwhile, Visibility Celebrity Endorser has a negative and not and not significant on brand image formation of Wardah Cosmetics.

Congruence and celebrity endorser credibility in Japanese OTC drug advertising

PurposeBased on congruency theory, this study aims to examine the effects of celebrity endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising using multiple celebrity categories. In particular, this research explored brand–endorser congruence and endorser–consumer congruence and their roles in attitude formation.Design/methodology/approachA 3 (endorser categories: actor/actress, athlete and talent/TV personality) × 2 (endorser’s gender) factorial experimental design with 480 Japanese consumers was used in the study.FindingsIn Japanese OTC drug advertising, actors/actresses and athletes were regarded as more credible than talents (TV personalities) by Japanese consumers. Endorser categories also had a significant influence on identification with the endorser through ideal self-congruency. Additionally, endorser credibility mediated the relationship between identification and advertising evaluations. However, it did not mediate the relationship between perceived similarity with the endorser and advertising responses.Originality/valueLittle is known about the effectiveness of celebrity endorsers in OTC drug advertising from a source credibility perspective. This study attempted to shed light on the role of endorser fit in the framework of source credibility in drug advertising that usually places an emphasis on informational cues rather than peripheral cues such as source effects.

Peran Citra Merek Memediasi Kredibilitas Celebrity Endorser Terhadap Niat Beli Smartphone Oppo

Along with the development of smartphone technology in Indonesia the higher competition among companies. Oppo smartphones are now on the market in Indonesia and are being intensively promoted using celebrity endorser. This study aims to determine the intention to buy using Oppo smartphones by using the credibility variable of endorser celebrities and variables of mediation. This research was conducted in Denpasar City by using sample size of 115 people with purposive sampling method. Data analysis technique used in this research is path analysis and test of sobel. The results showed. Significantly significant positive recruits to purchase intentions to use Oppo smartphones. The brand image is significantly capable of mediating the relationship between the celebrity endorser's credibility with the intention of buying an Oppo smartphone. Suggestions that can be used as a reference for companies and marketers who are expected to pay attention to the quality of well-prepared celebrities.

PENGARUH KREDIBILITAS ENDORSER AGNES MONICA DALAM IKLAN KARTU PRABAYAR SIMPATI DI TELEVISI TERHADAP MINAT BELI KONSUMEN

This study aims to determine consumers’ assessment of the credibility of the endorser Agnes Monica and diferences in terms of assessment based on gender diferences and the amount of pocket money a student / month and determine the infuence of Agnes Monica credibility endorser in ads on television sympathy prepaid cards to consumers to buy. The sampling method used is a method porpusive sampling. Sample in this study were 100 respondents who are consumers who never saw Agnes Monica in prabyar sympathy card advertisement on television. To test this hypothesis, used four methods of analysis is Mean Arithmetic, One Sample t-test, independent sample T-test and Multiple Linear Regression Analysis. Results of Mean arithmetic of consumer ratings of variable attractiveness and good expertise while for variable trustworthiness is pretty good. Results of analysis Independent Sample T-test there was no diference consumer ratings were reviewed based on gender diferences. Meanwhile, when the review is based on the diference in the amount of student’s money per month showed diferences in consumer ratings for the variable expertise. Multiple Linear Regression analysis results that there is a signifcant and positive efect on the variable trustworthiness and expertise and there is no signifcant negative infuence and attractiveness to the variable.Keywords: celebrity endorser credibility, attractiveness, trustworthiness, expertise, buying interest.

Celebrity endorsement, self-brand connection and consumer-based brand equity

Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.

Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Community marketing in social media - can marketers leverage Facebook groups of celebrities?

Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether 1 the image of the brand, and 2 the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.

Informational and Transformational Responses to Celebrity Endorsements

Using three studies, this research examines the relationship between dimensions of celebrity endorser credibility (attractiveness, expertise, trustworthiness) and consumer motivation (informational and transformational). Studies 1 and 2 reveal celebrity expertise and trustworthiness are the primary determinants of informational processing, while attractiveness is the principal variable driving transformational processing. The third study finds that teenage consumers, though affected by informational and transformational motivations, are less likely than adults to discriminate between attractiveness, trustworthiness, and expertise, forming their judgments instead on the basis of a unidimensional perception of celebrity credibility.