The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility

Chin, Phaik Nie; Isa, Salmi Mohd; Alodin, Yasmin

doi:10.1080/13527266.2019.1604561

Cited by 80 publications

(82 citation statements)

References 51 publications

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“…The results show value ( = 0.598, p = <0.001). Thus, the second hypothesis is supported and is in line with the previous studies that have significant results (Chin et al, 2019). Celebrity endorsement can create a positive brand attitude so that customers will provide feedback to the brand with an attitude that can benefit marketers (Pradhan et al, 2014) The third hypothesis states that brand trust moderates the relationship between celebrity endorsement and brand attitude.…”

Section: Resultssupporting

confidence: 81%

“…Table 1 explains the measurement of question items that have significant value informing the constructs. The questions were adapted from some previous studies, such as celebrity endorsement (Osei-Frimpong et al, 2019), brand attitude (Chin et al, 2019;Singh and Banerjee, 2018), brand trust (Khan and Fatma, 2019;Portal et al, 2018), and purchase intention (Jiménez-Castillo and Sánchez-Fernández, 2019;Osei-Frimpong et al, 2019). explain how to evaluate models in PLS-SEM.…”

Section: Methodsmentioning

confidence: 99%

“…celebrity endorsement did not affect attitude toward the brand (Zhu et al, 2020) because there are some factors such as celebrities' attitude which is less communicative and intimate to the customers (Cuomo et al, 2019). However, another study shows that there is a significant impact on the attitude toward the brand (Chin et al, 2019). Another study also stated that a celebrity who promotes a product of a brand will give more influence to the customer's purchase intention rather than other people who are experts in that products.…”

mentioning

confidence: 90%

“…This study is interesting because when a company chooses celebrity endorsement to be used as a marketing tool, most previous researches have only seen the direct impact of the celebrity influence without looking at the brand perspective itself. When a brand has high credibility built by the influence of celebrity endorsements, customers tend to have a positive brand attitude (Chin et al, 2019). Therefore, when using celebrities to market products, the company must be able to see the suitability of the product with the character of the celebrities and knows whether the brand already has high trust in the heart of customers.…”

mentioning

confidence: 99%

See 3 more Smart Citations

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

Febrian

Fadly

2021

JAM

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Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.

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Section: Resultssupporting

confidence: 81%

Section: Methodsmentioning

confidence: 99%

mentioning

confidence: 90%

mentioning

confidence: 99%

See 2 more Smart Citations

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

Febrian

Fadly

2021

JAM

View full text Add to dashboard Cite

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“…When a brand has a high level of perceived expertise, trustworthiness, and attractiveness, consumers tend to evaluate the product positively. This is because high credibility reflects a higher quality, greater value, and worthiness of the product, leading to a more positive attitude from consumers [14].…”

Section: Brand Credibilitymentioning

confidence: 99%

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

2021

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Consumer awareness about environmental problems is important in guiding their purchasing decisions. The aim of this research is to validate the moderating effect of environmental concern in two relationships: between celebrity–brand congruity and attitudes toward the brand and, between celebrity–brand congruity and purchase intentions, specifically when consumers are exposed to green advertising including a celebrity endorser. The data were collected via an online survey with young North American and Chilean people. Structural equation modeling was used to test hypotheses in both samples. The results show that the only endorser characteristic relevant to the model is celebrity–brand congruity and its relationship with environmental concern (β = 0.23 for North Americans and β = 0.35 for Chileans with p < 0.05). In conclusion, the consumers evaluate congruence between celebrity and brand based on their concern about environment, then consider brand ethicality, and later brand credibility, which generates an attitude toward the brand and purchase intention. Therefore, identifying the consumers environmental concern is key to developing an effective advertisement with an appropriate celebrity. This research helps to understand the green-marketing literature in a more detailed way, due to this moderating variable capable of enhancing purchase intentions of consumers.

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Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

Trivedi

Sama

2020

J of Consumer Behaviour

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Research examining consumer behavior towards celebrity-owned ventures is limited.This study is in the context of celebrity-owned restaurants. It observes the effect of celebrity endorsement and perceived food quality on brand love, further leading to brand loyalty and e-WOM. The moderating role of customer experience between celebrity endorsement, perceived food quality, and the dependent variable brand love is also studied. A structured questionnaire was administered to the respondents who had experienced dining at a celebrity-owned restaurant, and 532 responses were obtained. The results established that a celebrity-owned restaurant would enjoy a robust consumer-brand relationship owing to its association with the celebrity.

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The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility

Cited by 80 publications

References 51 publications

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

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