Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

Annissa, Adinda Nur; Paramita, Eristia Lidia

doi:10.26905/jbm.v8i1.5413

Cited by 4 publications

(5 citation statements)

References 14 publications

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“…Furthermore, the authenticity and credibility of celebrity endorsements are highlighted in studies like Mukherjee (2009) and Adinda & Eristia (2021), where researchers emphasize the need for celebrities to have genuine knowledge about the endorsed product to foster consumer trust and influence buying decisions.…”

Section: Literature Reviewmentioning

confidence: 99%

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

Patel,

Chauhan,

Kalariya

et al. 2024

aaem

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The study investigates the influence of demographic factors on consumer perceptions of celebrity endorsements in the soft drink industry. Utilizing ANOVA analyses, the research examines the impact of age, gender, and occupation on consumption patterns, brand preferences, and attitudes towards celebrity endorsements. Findings indicate a significant association between age and soft drink consumption frequency, with younger demographics showing higher consumption rates. However, gender and occupation do not significantly affect brand selection or endorsement perceptions. Notably, consumers across diverse demographics exhibit similar levels of susceptibility to celebrity endorsements, suggesting a universal appeal transcending gender and occupation. Despite demographic variations in consumption habits, celebrity endorsements wield comparable influence across consumer segments. The abstract underscores the importance of celebrity endorsements in shaping consumer behaviour within the soft drink industry and highlights the need for tailored marketing strategies targeting specific age groups.

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Section: Literature Reviewmentioning

confidence: 99%

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

Patel,

Chauhan,

Kalariya

et al. 2024

aaem

View full text Add to dashboard Cite

show abstract

“…In line with this definition, brand image can be described as the associations that arise in the minds of consumers when they recall a specific brand. Brand image is the consumer's perception of a brand, reflecting the associations present in the minds of consumers (Annissa & Paramita, 2021).…”

Section: The Influence Of Brand Image On Buying Interestmentioning

confidence: 99%

The Influence of Brand Awareness and Brand Ambassadors on Buying Interest With Brand Image as an Intervening Variable

Nabila Nurhuwaida,

Muhammad Sholahuddin

2024

JIMMU

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The purpose of this study was to analyze the effect of brand awareness and brand ambassadors on buying interest with brand image as an intervening variable. This research method is quantitative. The data source in this study uses primary data. This study uses a questionnaire data collection method. The population in this study were all Skintific Skincare users in Surakarta city. The sampling technique used was Nonprobability sample with purposive sampling method. The number of samples in this study were 150 respondents. The data analysis technique in this study uses Partial Least Square (PLS) using the help of SMARTPLS software. The results of this study are that Brand Awareness has a positive and significant effect on Brand Image. Brand Ambassador has a positive and significant effect on Brand Image. Brand Awareness has a positive and significant effect on buying interest. Brand Ambassador has a positive and significant effect on buying interest. Brand Image variable has a positive and significant effect on buying interest.

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“…Brand image can be understood as the value of the brand captured by customers targeted as a result of marketing efforts done (Keller, 1993). According to Aaker & Biel (1994) (as cited in Annissa & Paramita, 2021), how good a product is created does not contribute to how great it resides in the minds of customers. Hence, a company's success in converting sales from potential clients is not guaranteed by the quantity of marketing channels it uses.…”

Section: Brand Imagementioning

confidence: 99%

The Effect of Celebrity Endorsement on Purchase Intention

Tarigan,

Tandung,

Sutrisno

et al. 2023

IJFIS

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The utilization of celebrity endorsement as a marketing strategy has gained widespread popularity across various industries, including the electronic industry. The objective of this study is to assess the correlation between celebrity endorsement and purchase intention, specifically through brand image. The analysis compares the relationship between variables at two levels: industry and brand, each at varying levels of maturity. Results indicate that at the industry level, brand image plays a positive mediating role in the relationship between celebrity endorsement and purchase intention, despite a negative direct relationship between the two. At the brand level, celebrity endorsement has a negative impact on purchase intention for Samsung, while exhibiting no significant effect on Vivo brand. However, brand image positively mediates the relationship between the two. Furthermore, multigroup analysis reveals that the difference in effect between the two brands is not statistically significant.

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Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

Cited by 4 publications

References 14 publications

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

The Influence of Brand Awareness and Brand Ambassadors on Buying Interest With Brand Image as an Intervening Variable

The Effect of Celebrity Endorsement on Purchase Intention

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