The role of celebrity endorser toward brand attitude and purchase intention

A study from Indonesia

Authors

DOI:

https://doi.org/10.20525/ijrbs.v10i8.1489

Keywords:

Celebrity, Endorser, Trustworthiness, expertise, attractiveness, Brand Attitude

Abstract

The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.

Downloads

Download data is not yet available.

References

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy. https://doi.org/10.1108/RIBS-07-2020-0089

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International journal of advertising, 27(2), 209-234. https://doi.org/10.1080/02650487.2008.11073052

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning.

Bosnjak, M., Obermeier, D., & Tuten, T. L. (2006). Predicting and explaining the propensity to bid in online auctions: a comparison of two action theoretical models. Journal of Consumer Behaviour: An International Research Review, 5(2), 102-116. https://doi.org/10.1002/cb.38

Chaudhuri, A. (1999). The effects of brand attitudes and brand loyalty on brand performance. ACR European Advances.

Dodds William, B., Monroe, K. B., & Dhruv, G. (1991). The effects of price, brand and store ?nformation on buyers' product evaluations. Journal of Marketing Research (JMR), 28(3), 307-319. https://doi.org/10.2307/3172866

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314. https://doi.org/10.1362/026725799784870379.

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650. https://doi.org/10.1086/266350

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of advertising, 11(3), 15-24. https://doi.org/10.1080/00913367.1982.10672807

Kahel, L. R., & Homer, P. M. (1985). Physical attractiveness of celebrity endorser: A social adaption perspective. Journal of Consumer Research, 954-961. https://doi.org/10.1086/209029

Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-04-2021-0104

Magnini, V. P., Garcia, C., & Honeycutt Jr, E. D. (2010). Identifying the attributes of an effective restaurant chain endorser. Cornell Hospitality Quarterly, 51(2), 238-250. https://doi.org/10.1177/1938965510363669

Marselina, D., & Siregar, E. H. (2017). Pengaruh Celebrity Endorser terhadap Brand Image pada Kosmetik Wardah di Bogor. Jurnal Manajemen dan Organisasi, 8(1), 15-27. https://doi.org/10.29244/jmo.v8i1.18598

Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18(3), 318-332. https://doi.org/10.1177/002224378101800306

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191

Samosir, L. S., Putri, Y. R., & Nurfebrianing, S. (2016). Pengaruh Penggunaan Brand Ambassador Dewi Sandra Terhadap Putusan Pembelian Kosmetik Wardah Di Kota Bandung. Jurnal Sosioteknologi, 15(2), 233-240. https://doi.org/10.5614/sostek.itbj.2016.15.02.6

Shapiro, S., & Krishnan, H. S. (2001). Memory-based measures for assessing advertising effects: A comparison of explicit and implicit memory effects. Journal of advertising, 30(3), 1-13. https://doi.org/10.1080/00913367.2001.10673641

Singh, A., & Gupta, B. (2015). Job involvement, organizational commitment, professional commitment, and team commitment. Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-01-2014-0007

Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing. https://doi.org/10.1108/03090561111119958

Till, B. D., & Baack, D. W. (2005). Recall and persuasion: does creative advertising matter? Journal of advertising, 34(3), 47-57. https://doi.org/10.1080/00913367.2005.10639201

Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613

von Felbert, A. and Breuer, C. (2021), "The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product", Sport, Business and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SBM-03-2021-0030

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-32. https://doi.org/ 10.2501/JAR-2017-042

Downloads

Published

2022-01-01

How to Cite

Putri, R., & Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention: A study from Indonesia . International Journal of Research in Business and Social Science (2147- 4478), 10(8), 68–75. https://doi.org/10.20525/ijrbs.v10i8.1489

Issue

Vol. 10 No. 8 (2021): Special Issue in December

Section

Strategic Approach to Business Ecosystem and Organizational Development

License

Copyright (c) 2021 Riyana Putri, Ratna Roostika

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

For all articles published in IJRBS, copyright is retained by the authors. Articles are licensed under an open access Creative Commons CC BY 4.0 license, meaning that anyone may download and read the paper for free. In addition, the article may be reused and quoted provided that the original published version is cited. These conditions allow for maximum use and exposure of the work, while ensuring that the authors receive proper credit.