Effect Of Celebrity Endorsement Research Articles

THE EFFECT OF CELEBRITY ENDORSMENT ON BRAND IMAGE AND TRUST BRAND AND IT'S IMPACT TO PURCHASEINTENTION CASE STUDY: OPPO SMARTPHONE

The problem of this research investigates the importance of celebrity endorsment onThe brand image and brand trust towards of purchase intention on Oppo smartphone.The objectives of this research was analyzed the effect of celebrity endorsement to brand image, the effect of celebrity endorsement to brand trust, the effect brand image to purchase intention, the effect brand trust to purchase intention and the effect celebrity endorsement to purchase intention.The methodology of this research was survey research, where the instrument of this research is questioner. The population of this research is the citizen of Jakarta who knows the smartphone Oppo products. A sample of this research is 150 respondents using purposive sampling methode. Validity test of the instrument use Confirmatory Factor Analysis and the reliabilitas test use Alpha Cronbach technique. The methode analised with AMOS program version 22.0Finding and contribution in this research was celebrity endorsment positively affects the brand image and brand trust, brand image and brand trust positivily affects to purchase intention. Credibility is considered the most important characteristic of a brand and is a key focus of this research.Research limitations/ implication in this research was this research used a smartphone product to test the model and I collected data only from Jakarta. Such. A direct recommendation is that future studies should be conducted using a broarder consumer sampel to achieve generalizability and in another country may yield different result.

Endorsement and visual complexity in food advertising on Instagram

PurposeThe purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels.Design/methodology/approachAn experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year.FindingsFood ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions.Practical implicationsAs celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements.Originality/valueThis is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

PENGARUH LABEL HALAL DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Pelanggan Kosmetik Wardah di Kota Sumbawa )

The purpose this study is to determine : 1) Effect of halal labels on wardah cosmetic purchasing decision. 2) Effect of celebrity endorser on purcahasing decisions. The model used in data analysis is the research instrumens, classic assumption test, multiple linear analysis, and test the hypothesis. The analytical tool used in this study is SPSS Data used is primary data and secondary data with sampling purposive sampling. The result of this study show 1) label halal label has a positive and significant what is indicated by the value for the halal label variabel is equal to 0.000 where is this value < 0,5. 2) celebrity endorser have a positive and significant shown by the value for the celebrity endorser variable value is equal to 0.014 where is this value > dari 0,5.

The Effects of Celebrity Endorsement towards Purchase Intention among Students in One Public University in Malaysia

Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name and it is undeniable celebrity plays a big role in persuading customers. It has become an effective tool to attract customers and helps to create purchase intention among them. Therefore, there are many elements that need to be highlighted in findings the right celebrity to endorse the product. To gain better insight, celebrity attractiveness, celebrity trustworthiness, celebrity expertise and the fit between the celebrity and the endorser are the element tested in the study. The study was conducted to examine the effect of using different celebrity for the same product brand on purchase intention among students. Quantitative method has been employed for this study and survey questionnaire used to collect the data. Questionnaires were collected across faculties at one of the public University in Malaysia and the result of the study indicated only the fit between Celebrity A and the endorsed product associated with purchase among students. Meanwhile, all other independent variables may not lead to purchase intention among students. Recommendation and future study are discussed.

The effect of celebrity endorsement on sustainable firm value: evidence from the Korean telecommunications industry

Celebrity endorsement has been prevalent as an advertising strategy, and many advertisers invest enormous amounts of money into celebrity endorsements. While previous studies have found that the success and failure of celebrity endorsements are related to their attractiveness, expertise, and trustworthiness, it is not known how and which sources of celebrity endorsements can explain firm value, which is a very important factor for firm sustainability. By text mining and sentiment analysis, this research found that increasing the positive source of the celebrity’s attractiveness and expertise has a positive impact on firm value, whereas the loss of the celebrity’s trustworthiness severely deteriorates firm value. Once a celebrity has lost his/her trustworthiness, the negative impact is almost never recovered, given that the negative interaction effect between the positive impact of celebrity expertise and the loss of his/her trustworthiness is over seven times greater than the positive effects from his/her expertise.

Celebrity endorsement, electronic word of mouth and trust brand on buying habits

The study is aimed at determining the effect of celebrity endorsement, electronic word of mouth, brand trust on buying habits. The development of fashion products is currently growing rapidly along with technological advancements. Many companies compete to increase buying habits. With good buying habits, it can affect sales. There are several things that can increase buying habits including celebrity endorsement, electronic word of mouth, brand trust. The type of data is quantitative data. Data collection techniques in this study were using questionnaires and documentation studies. The instruments in this study used validity and reliability tests. The data analysis technique used in this study is multiple linear regression and uses SPSS version 20.0. The results of the t-test in this study were celebrity endorsement of 0.006, electronic word of mouth of 0.020, the brand trust of 0.019. This shows that partially the three variables have a positive and significant effect on buying habits. The results of the f test in this study are 2.73, which means that the variable celebrity endorsement, electronic word of mouth and brand trust simultaneously have a positive and significant effect on buying habits.

Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions

Recent research suggests men are increasingly concerned with their body size, which has led to a corresponding increase in marketing efforts for weight loss products geared toward them. In many cases, these ads include athlete endorsers of the product. Drawing from the match-up hypothesis and social comparison theory, this study employed structural equation modeling to explore relationships between men’s body image, endorser credibility, advertisement believability, and purchase intentions for weight loss products using two advertisements featuring former professional athlete endorsers. Results indicate an inverse relationship between consumer body image and athlete endorser credibility, such that individuals with lower body image perceived the endorsers as more credible. Further, athlete endorser credibility was positively associated with advertisement believability, which itself was associated with purchase intentions. These findings suggest that athlete endorsers are an effective tool in marketing weight loss products to men, particularly those with negative body image. Further implications and directions for future research are discussed.

Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear

This study aims to determine: (1) the effect of celebrity endorsement on purchasing decisions for Clear brand shampoo, (2) the effect of brand image on purchasing decisions up to Clear brand, and (3) the influence of celebrity endorse and brand image on Clear shampoo shampoo purchase decisions.This study uses a quantitative approach bycollecting data through survey methods. This study also uses a purposive sampling technique based on certain characteristics. The sample in this study were 100 people of the Wenang sub-district of Manado city. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.The results of this study indicate that: (1) Celebrity endorse has a positive effect on purchasing decisions, evidenced by the value of t count of 2.186 with a significance value of 0.031, smaller than 0.05 and the regression coefficient has a positive value of 0.340; (2) Brand image has a positive effect onpurchasing decisions, evidenced from the value of t count of 4.346 with a significance value of 0,000, smaller than 0.05 and the regression coefficient has a positive value of 0.749, and (3) Celebrity endorsers and brand images have a positive effect against purchasing decisions, as evidenced by the results of F count of 29,446 with a significance of 0,000. The adjusted R square value of 0.378 indicates that the ability of the independent variable in explaining the variation of the dependent variable is 37.80%, and the remaining 62.20% is explained by other variables outside the research model.

Peran kepercayaan merek, citra merek, dan celebrity endorsement terhadap loyalitas merek bedak tabur wardah

The competition in Indonesia cosmetics industry is growing rapidly. Many brands of face powder available in the market have been popular and got a good qualityr. Wardah is one of halal cosmetics manufactured in Indonesia. This study aims to analyze the effect of brand trust, brand image, and celebrity endorsement on brand loyalty of Wardah face powder in Surabaya. Data collected with questionnaire which given to 97 respondents from community of Surabaya. The sample was selected by judgement sampling. The data were alanized by using MRA (Multiple Regression Analysis). The results found that brand trust has significant effect on brand loyalty. Brand image has no significant effect on brand loyalty and celebrity endorsement has no significant effect on brand loyalty. The results show that brand trust, brand image and celebrity endorsement effect significantly on brand loyalty. The implication is to improve the brand trust by holding event beauty class for consumert to get more trust in the facial powderof Wardah, and to increase the service for the consumers and adjust the price for them.

Effects of celebrity endorsement on firms’ competition: from industrial organisation perspective

Product endorsement is employed by many firms and most studies have proceeded based on management perspectives and ignored the strategic effects (or indirect effects). However, as a non-price competition, product endorsement behaviour’s strategic effects are valuable to be considered and convenient to be captured by industrial organisation perspective. So, this paper’s purpose is to reveal the strategic effects of product endorsement by industrial organisation perspective. First, the results of this paper show that celebrity endorsement decreases the rival’s benefits. Second, under a unique endorser, the lower efficiency (measured by marginal production cost) firm’s celebrity endorsement improves price difference and dispersion, which are direct effects of product endorsement. The higher efficiency firm’s endorsement promotes the producer surplus, consumer surplus and social welfare, which are called indirect effects. Finally, celebrity endorsement has trigger effects. If one firm launches celebrity endorsement, the rational reaction for its rivals is also to engage in a similar behaviour. This paper expands the celebrity endorsement issue from management to economics perspective.

Technology Name and Celebrity Endorsement Effects of Autonomous Vehicle Promotional Messages: Mechanisms and Moderators

Autonomous vehicles represent an emerging technology with the potential to radically transform everyday life. Yet there is little understanding of how promotional tactics—easy-to-grasp technology labels or pairing the technology with well-known celebrities—influence public perceptions of risk, benefits, and intentions. Therefore, we experimentally tested ( N = 721) the effects of technology name and celebrity presence on emotional, cognitive, and behavioral responses to promotional messages. Moreover, we examined how individual differences and attention to news about autonomous vehicles can moderate responses. Results of this exploratory study revealed the importance of affective and cognitive mediators and audience-related moderators in shaping responses.

Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory

From the perspective of social adaptation theory, this study empirically tests the effectiveness of celebrity endorsements of familiar luxury brands compared to that of noncelebrity endorsements. Two separate 2 (celebrity vs. non celebrity) × 2 (luxury vs. nonluxury brands) between-subjects-design experiments are conducted based on female college students (Study 1) and average female consumers (Study 2), respectively. The results show that celebrity endorsements are more effective than noncelebrity endorsements only in attitudes toward advertisements, but not in brand luxuriousness, brand attitudes, and purchase intention. A structural equation model identifies the significance of congruence between an endorser and an ad for luxury brand in generating brand luxuriousness and that greater brand luxuriousness does not warrant the high estimated price for the product featured in the ad. Theoretical contributions and practical implications are discussed at the end.

The Influence of Celebrity Endorser and Attitudes on Advertising towrads Attitudes on Brand and Repurchase Intention

The purpose of this research was to analyze the effect of celebrity endorser and attitude toward advertising on attitude toward brand and repurchase intention. This research used design explanatory. Population were IM3 prepaid card customers in Surakarta. The sampling technique was convenience sampling with 100 respondents. Techniques of data collection used observation, documentation, questionnaires and literature study. Analysis used validity test, reliability test, t-test, f-test, R Square test and path analysis. The results showed that celebrity endorser significant affected on attitude toward brand. Attitude toward advertising significant affected on attitude toward brand. Celebrity endorser significant affected on repurchase intention. Attitude toward advertising significant affected on repurchase intention. Attitude toward brand significant affected on repurchase intention. Celebrity endorser and attitude toward advertising affected on attitude toward brand simultaneous. Celebrity endorser, attitude toward advertising and attitude toward brand affected on repurchase intention simultaneous. The coefficient of determination of total results (R2) was 59,0% so repurchase intention can be explained variable celebrity endorser, attitude toward brand within attitude toward brand as a intervening variables and the remaining 41.0% was explained variables outside the model. Celebrity endorser is a proven direct and indirect effect on repurchase intention.

The Effect of Celebrity Endorser, Advertising and Brand on Customer Purchase Decision: An Empirical Study

The Effect of Celebrity Endorser, Advertising and Brand on Customer Purchase Decision: An Empirical Study

Culture and Communication: Effects of Cultural Values and Source Credibility in a Multicultural Society, Nigeria

Coming from a psychological view of self concepts related theories: schemata and self construal, we investigated the effectiveness of celebrity endorsement in a multicultural society-African context. The study was to examine whether the celebrity endorsement strategy is effective in Africa culture as claimed in some studies. We used focus group discussions comprising people of different ethnic backgrounds in Nigeria. Findings indicate that celebrity endorsement is not effective in Nigeria cultural context and that African audience perceptions of source credibility are markedly different from the Western societies’. However, the study reveals that for celebrity endorsement effectiveness, cultural values play an important role. Recommendations for advertising managers and marketers are discussed as well as suggestions for future research.

Pengaruh Model Iklan Terhadap Citra Merek Produk Pond’s

AbstractThe study conducted to identify the effect of celebrity endorser on brand image. This study uses quantitative methods with techniques used are questionnaire and literature study. The questionnaires spread to 100 respondents, respondents selected were instagram followers @pondsindonesia. Theory used is Uses and Gratification because it said that the community has full power in choosing, viewing and reading the contents of media in order to satisfy their needs. The study uses simple linear regression technique with the result says that there is a significant influence of the celebrity endorser on brand image.Keywords: advertising, brand image, celebrity endorser

Understanding Bad-Boy Celebrity Endorser Effectiveness: The Fantasy-Based Relationship, Hedonic Consumption, and Congruency Model

Current theories of source persuasion and endorser credibility posit that celebrities become ineffective endorsers when they have been involved in a scandal. However, little attention has been given to the success of “bad-boy” celebrities, endorsers who thrive in spite of, if not because of, their association with negative information. In this conceptual article, we propose a new fantasy-based relationship, hedonic consumption, and congruency (FHC) model to provide insight into the effectiveness of bad-boy celebrity endorsers. According to this model, relationships with a bad-boy celebrity are formed via consumption of the celebrity’s narratives through the consumers’ use of books, magazines, movies, music, social media, television shows, or other forms of media. This view of celebrity endorsements suggests that consumers relate to bad boys through fantasy-based relationships, which allow consumers to escape from the stress of their everyday lives. Hence, a celebrity’s scandal, when congruent with the fantasy, can add to the fantasy escape and enhance the fantasy-based celebrity relationship. This fantasy-based relationship is then relived and revitalized through hedonic consumption of the endorsed product. Our model provides a new perspective on factors that influence source persuasion and insight into the effectiveness of bad-boy endorsers. Areas for future research are also proposed.

Effective entrepreneurial marketing on Facebook – A longitudinal study

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement. The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in entrepreneurial marketing on social media and they might become only short-lived. Employing structural equation modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among 234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate the long-term effects of entrepreneurial marketing on social media. We present the contributions and implications of our findings as they affect research and practice.

Effectiveness of Celebrity Endorsement Of Political Candidates

I examined the effects of celebrity endorsement of political candidates, drawing on third-person effect theory, social identification theory, and political efficacy theory. Participants were 283 students at an American university who took part in a web-based survey that explored attitudes using actual presidential candidates and real celebrities. Study findings suggest that people view such endorsements as having no impact on their own voting behavior yet influencing that of others by encouraging them to vote for the endorsed candidate. In addition, people positively evaluate the endorsed political candidate when they hold a high level of identification with the celebrity endorser and are likely to vote for the candidate. Lastly, whereas political efficacy does influence people's intention to vote, it does not appear to influence their evaluation of the candidate. Limitations of the study and future research are discussed.

The Effects of Celebrity Endorsements of Ideas and Presidential Candidates

U.S. celebrities endorse both ideas/issue positions and candidates for the Presidency. Presumably, they do this to influence their fans to agree with their positions and to support their preferred candidates. Using result from two non-probability samples of likely 2016 general election voters in Ohio this article demonstrates that familiarity and favorability are essential for a celebrity endorsement to have any effects. Celebrities with whom the public is merely familiar but not favorable toward may have a negative effect, while celebrities who are viewed favorably consistently have positive effects.