scholarly journals Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference

2021 ◽  
Vol 2 (12) ◽  
pp. 1469-1481
Author(s):  
Amos Ojo Adedeji
Keyword(s):  
Brand Image ◽  
Brand Preference ◽  
Celebrity Endorsement ◽  
Close Link ◽  
Brand Differentiation

The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

Social Media Celebrity Endorsement, Brand Image, and Brand Differentiation in Purchase Intention--Model

2020 ◽  
Author(s):  
Matthias Fink ◽  
Monika Koller ◽  
Johannes Gartner ◽  
Arne Floh ◽  
Rainer Harms
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Celebrity Endorsement ◽  
Brand Differentiation

PENGARUH CITRA MEREK DAN KUALITAS BENIH TERHADAP KEPUTUSAN PEMBELIAN PADA PT.PRABU ARGO MANDIRI (Studi Kasus Penjualan Benih Tomat Merk Maya di Purwkarta)

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Ahmad Iskandar
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Hypothesis Test ◽  
Descriptive Analysis ◽  
Linear Regression Analysis ◽  
Coefficient Of Determination ◽  
Decision Variable ◽  
Purchasing Decisions ◽  
Business World

In the era of globalization, the competition in the business world becomes very tight. Companies vying to be able to continue to compete and survive in the business world. Each consumer must have had the expectation that the products they buy are able to provide satisfaction for them to be making purchasing decisions. Consumer purchasing decisions of companies to seeds virtual brand still low due to the brand image and quality of seeds that are still unsatisfactory.This study aims to determine the responses of respondents regarding brand image, product quality, purchasing decisions and how big an impact on the brand image itself against purchase decisions on the PT. Prabu Argo Mandiri Bandung and how much influence the quality of products on the purchase decision.The method by which the samples is Simple Random Sampling consists of 80 respondents. The method of analysis in this research using descriptive analysis and verification which is composed of multiple linear regression analysis. Product moment correlation analysis, and the coefficient of determination used to measure the level of influence of brand image and product quality on purchasing decisions.The results based on descriptive analysis of brand image variable is in good enough category, variable quality of the product is in the unfavorable category, and the purchase decision variable is in the unfavorable category. The results based on correlation test showed that the brand image is partially significant effect on purchasing decisions by 68% and the product quality is partially significant effect on purchasing decisions by 13%. Hypothesis test results suggested that the increased purchasing decisions partially and simultaneously influence through brand image and product quality.

Monumentality and the Roman Empire

2007 ◽  
Author(s):  
Edmund Thomas
Keyword(s):  
Roman Empire ◽  
Early Modern ◽  
Point Of View ◽  
Full Length ◽  
Classical Antiquity ◽  
Early Modern Europe ◽  
Close Link ◽  
The Public ◽  
Roman Italy

The quality of "monumentality" is attributed to the buildings of few historical epochs or cultures more frequently or consistently than to those of the Roman Empire. It is this quality that has helped to make them enduring models for builders of later periods. This extensively illustrated book, the first full-length study of the concept of monumentality in Classical Antiquity, asks what it is that the notion encompasses and how significant it was for the Romans themselves in molding their individual or collective aspirations and identities. Although no single word existed in antiquity for the qualities that modern authors regard as making up that term, its Latin derivation--from monumentum, "a monument"--attests plainly to the presence of the concept in the mentalities of ancient Romans, and the development of that notion through the Roman era laid the foundation for the classical ideal of monumentality, which reached a height in early modern Europe. This book is also the first full-length study of architecture in the Antonine Age--when it is generally agreed the Roman Empire was at its height. By exploring the public architecture of Roman Italy and both Western and Eastern provinces of the Roman Empire from the point of view of the benefactors who funded such buildings, the architects who designed them, and the public who used and experienced them, Edmund Thomas analyzes the reasons why Roman builders sought to construct monumental buildings and uncovers the close link between architectural monumentality and the identity and ideology of the Roman Empire itself.

PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

scholarly journals Effect of Diet Supplementation with Quinoa Seed and/or Linseed on Immune Response, Productivity and Meat Quality in Merinos Derived Lambs

Animals ◽  
2018 ◽  
Vol 8 (11) ◽  
pp. 204 ◽  
Author(s):  
Rosaria Marino ◽  
Mariangela Caroprese ◽  
Giovanni Annicchiarico ◽  
Francesco Ciampi ◽  
Maria Ciliberti ◽  
...  
Keyword(s):  
Immune Response ◽  
Meat Quality ◽  
Stress Responses ◽  
Stressful Events ◽  
Control Group ◽  
Close Link ◽  
Plasma Urea ◽  
Strong Relation ◽  
And Control

In the last years several studies have investigated the strong relation between nutrition and immune response in the livestock production, particularly in dairy cattle and sheep. The aim of this study was to evaluate the effects of supplementation based on linseed, quinoa seeds and their combination on welfare, productivity and quality of meat from merinos derived lambs. 32 weaned lambs were divided into 4 experimental groups: quinoa (Q), linseed (LS) and combination of quinoa and linseed (LS + Q) that received the respective supplementation and control group (C) without supplementation. Lambs from all supplemented groups showed lower plasma urea, creatinine and cholesterol than control. Both linseed and quinoa supplementation enhanced the cell-mediated immune responses of lambs, furthermore, linseed supplementation resulted in the lowest level of cortisol secretion after handling, loading and transport. Meat from lambs supplemented with linseed and LS + Q showed the highest pH, at 1 and 3 h post-mortem, while, meat from all supplemented groups was more tender than meat from control. Results indicated that linseed and quinoa seeds supplementation can help the animal to cope with stressful events due to the close link between stress responses and the immune system and for improving meat quality in terms of better tenderness.

scholarly journals Analisis Pengaruh Brand Image, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta)

2017 ◽  
Vol 12 (1) ◽  
Author(s):  
Budi Istiyanto, Lailatan Nugroho
Keyword(s):  
Data Collection ◽  
Multiple Regression ◽  
Brand Image ◽  
Low Cost ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Quality Product ◽  
Quality Of Products

AbstractThis study aimed to determine the effect of variable brand image, price, quality of product to decision of purchasing a car LCGC (Low Cost Green Car), either partial or jointly and to find among variables brand image, price, and quality of products which are larger role in influencing purchasing decisions LCGC car. Data collection techniques researchers did by observation and questionnaires directly by visiting the object of the research is to consumers who have made a purchase decision, especially type Agya LCGC car, AYLA, and Karimun Wagon R in Surakarta which would then be sampled. The data have been collected and tabulated and analyzed using multiple regression analysis.The results showed that the variables that significantly affect purchasing decisions is price and quality of products. While the variable Brand Image does not affect significantly. While the variables that affect predominantly variable price.Keyword: Brand Image, Price, Quality Product, Purchase Decision AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh antara variable brand image, harga, dan kualitas produk terhadap keputusan pembelian mobil LCGC (Low Cost Green Car) baik secara partial maupun secara bersama-sama dan untuk mengetahui diantara variable brand image, harga, dan kualitas produk mana yang lebih berperan dalam mempengaruhi keputusan pembelian mobil LCGC. Teknik pengumpulan data peneliti lakukan dengan cara observasi dan penyebaran kuisioner secara langsung dengan cara mendatangi obyek penelitian yaitu kepada konsumen yang telah melakukan keputusan pembelian mobil LCGC terutama type AGYA,AYLA, dan Karimun Wagon R di wilayah Surakarta yang selanjutnya akan dijadikan sampel. Data yang telah terkumpul kemudian ditabulasi dan diolah dengan menggunakan analisis regresi berganda.Hasil penelitian menunjukkan bahwa variabel yang mempengaruhi secara signifikan keputusan pembelian adalah harga dan kualitas produk. Sedangkan variabel Brand Image tidak mempengaruhi secara signifikan. Sedangkan variabel yang berpengaruh secara dominan adalah variabel harga.Kata kunci: Brand Image, Harga, Kualitas Produk, Keputusan Pembelian

scholarly journals KUALITAS PELAYANAN SEKOLAH TTERHADAP KEPUASAN MAHASISWA DAN PENCIPTAAN BRAND IMAGE

2018 ◽  
Author(s):  
Lusiah
Keyword(s):  
Higher Education ◽  
High School ◽  
Brand Image ◽  
Good Service ◽  
Good Image ◽  
New Students ◽  
The Government ◽  
The Impact

The development of higher education in Indonesia is increasingly evident. It is characterized by many private colleges are spread all over Indonesia. But in recent years the government did not give permission to those who want to establish a college. One reason is the government not only menginginkankan development in terms of quantity alone, but must be accompanied by good quality of any existing college.The number of colleges that exist today is already growing its own competition. The high level of competition among private universities is happening now requires every college has the right strategy to attract the interest of new students. Each college offers the advantages of each. However, not all universities have a particular brand image compared with other universities.One of the determining factors of brand image is the satisfaction of its customers. While satisfaction itself arises as a result of service perceived by the customer.College is not only required to provide a good quality education, but they also must be able to provide good service to students as well. Good service is expected to provide satisfaction for students. Of course in the long term, the impact of satisfaction that will form a good image for the college concerned anyway.STIE IBBI Medan is one of the private high school that has a good image in the city of Medan. However, STIE IBBI still have to further improve the quality of services provided to students. It is necessary to maintain the good image that has been owned STIE IBBI today.The plan of the research will be conducted in STIE IBBI Medan. The population is all students STIE IBBI. The long term goal of this research is to STIE IBBI to increase public confidence in higher education that will take in high school applying good quality excellent service. Expected from the results of this study, STIE IBBI can also implement appropriate marketing strategies to improve the quality of service to students. In addition, the results of this research can be a good reference for prospective new students who will pursue higher education in the STIE IBBI Medan.

scholarly journals PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN WISATAWAN NUSANTARA MENGGUNAKAN TRANSPORTASI ONLINE GRAB DI KUTA, BALI

Jurnal IPTA ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 226
Author(s):  
Maria Laru Sendy Ludju ◽  
I Made Kusuma Negara ◽  
Ni Putu Eka Mahadewi
Keyword(s):  
Quality Of Service ◽  
Service Quality ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Dominant Dimension ◽  
Tourist Satisfaction ◽  
Brand Association ◽  
Quantitative And Qualitative Research

This study aimed to explain the effect of service quality and brand image on the satisfaction of domestic tourists who used Grab online transportation in Kuta, Bali. The research method used in this research was quantitative and qualitative research methods (mix methods). Questionnaires were distributed to 150 domestic tourists with a sample determination method using purposive sampling. The method of data analysis used multiple linear regression analysis with SPSS 18.0 program. The results of this study stated that partially the quality of service had a positive and significant effect on the satisfaction of domestic tourists with the dominant dimension being the tangible dimension and brand I mage giving a positive and significant effect on the satisfaction of domestic tourists with the dominating dimension being the support of the brand association. Simultaneously, the quality of service and brand image had a positive and significant influence on the satisfaction of domestic tourists. The R Square value of 0.672 meant that 67,2% of tourist satisfaction could be explained by the variable service quality and brand image, while the remaining 32,8% was influenced by other variables not examined in this study.

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

scholarly journals Data on customer perceptions on the role of celebrity endorsement on brand preference

Data in Brief ◽  
2018 ◽  
Vol 18 ◽  
pp. 1107-1110 ◽  
Author(s):  
Ayodotun Stephen Ibidunni ◽  
Maxwell Ayodele Olokundun ◽  
Oyebisi Mary Ibidunni ◽  
Taiye Tairat Borishade ◽  
Hezekiah Olubusayo Falola ◽  
...  
Keyword(s):  
Brand Preference ◽  
Celebrity Endorsement ◽  
Customer Perceptions
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