Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

2019 ◽  
Vol 12 (1) ◽  
pp. 62
Author(s):  
Deandra Vidyanata
Keyword(s):  
Brand Equity ◽  
Celebrity Endorsement ◽  
The Past ◽  
Brand Credibility ◽  
Endorser Credibility ◽  
Celebrity Endorsers

The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.

MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER

2020 ◽  
Vol 4 (1) ◽  
pp. 37-46
Author(s):  
Arum wahyuni Purbohastuti ◽  
Asmi Ayuning Hidayah
Keyword(s):  
Brand Equity ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Brand Credibility ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
The Many ◽  
Endorser Credibility ◽  
Celebrity Endorsers

Abstrak Persaingan yang ketat dipasar online memaksa setiap pemasar di industri ini untuk menggunakan strategi pemasaran yang efektif untuk bertahan dan memenangkan persaingan dengan menggunakan berbagai macam cara. Salah satunya banyak pemasar yang menggunakan celebrity endorser untuk mendongkrak minat beli konsumen terhadap produk yang ditawarkan. Penelitian ini bertujuan untuk menguji model penelitian yang menggambarkan peran celebrity endorser dalam meningkatkan minat beli konsumen terhadap produknya. Hasil penelitian diharapkan dapat meningkatkan kemampuan pemasar dalam menghadapi persaingan dengan melibatkan celebrity endorser. Pendekatan dalam penelitian ini adalah kuantitatif dan kausal. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 konsumen pengguna aplikasi Shopee di kota Serang dengan teknik sampling Accidental. Teknik analisis yang akan digunakan adalah SEM dengan bantuan sofware AMOS. Kata Kunci: Minat Beli, Celebrity Endorser (Endorser Credibility), Brand Credibility, Brand Equity   Abstract Intense competition in the online market forces every challenge in the industry to use effective marketing strategies to survive and compete with competition in a variety of ways. One of the many marketers who use celebrity endorsers to boost consumer buying interest in the products offered. This study suggests discussing a research model that discusses the role of celebrity endorsers in increasing consumer buying interest in their products. The results of the study are expected to increase the ability of viewers in supporting celebrity endorser competitors. The purpose of this study is quantitative and causal. Data collection was carried out by distributing questionnaires to 100 consumers who use the Shopee application in Serang city with an accidental sampling technique. The analysis technique that will be used is SEM with the help of AMOS software.Keywords: Buying Interest, Celebrity Endorser, Brand Credibility, Brand Equity

scholarly journals EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY

2019 ◽  
Vol 18 (2) ◽  
pp. 115
Author(s):  
Rowlan Takaya
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Brand Credibility ◽  
Study Support ◽  
Research Implication ◽  
The Impact ◽  
Endorser Credibility ◽  
Celebrity Endorsers

<p class="Default"><strong>Purpose </strong>– The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.</p><p class="Default"><strong>Design/methodology/approach </strong>- The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.</p><p class="Default"><strong>Findings </strong>– To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.</p><p class="Default"><strong>Research limitation </strong>– The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.</p><p class="Default"><strong>Research implication </strong>– Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.</p><p class="Default"><strong>Originality/value </strong>– This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.</p>

Celebrity endorsement, brand credibility and brand equity

2011 ◽  
Vol 45 (6) ◽  
pp. 882-909 ◽  
Author(s):  
Amanda Spry ◽  
Ravi Pappu ◽  
T. Bettina Cornwell
Keyword(s):  
Brand Equity ◽  
Celebrity Endorsement ◽  
Brand Credibility

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2020 ◽  
pp. 92-105
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

scholarly journals PERAN KREDIBILITAS MEREK MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP EKUITAS MEREK

2018 ◽  
Vol 8 (1) ◽  
pp. 352
Author(s):  
A.A. Sagung Dewi Pratiwi ◽  
I Gst. A. Kt. Gd. Suasana
Keyword(s):  
Data Collection ◽  
Path Analysis ◽  
Brand Equity ◽  
Sampling Method ◽  
Collection Method ◽  
Purposive Sampling ◽  
Analysis Techniques ◽  
Brand Credibility ◽  
Endorser Credibility

This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City. This research was conducted in the area of ??Denpasar City using 170 respondents. Data collection method used is purposive sampling method with path analysis techniques. The results found that endorser credibility, had a positive and significant effect on brand credibility, endorser credibility had a positive and significant effect on brand equity, brand credibility had a positive and significant effect on brand equity, and brand credibility served as a partial mediation of the influence of endorser credibility and brand equity. IM3 providers need to pay attention to strong networks / signals, to be in line with consumer expectations. In addition, IM3 providers need to improve positive endorser credibility so that IM3 providers are able to create better brand equity for consumers. Keywords: brand credibility, endorser credibility, brand equity

scholarly journals How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers

2020 ◽  
Vol 1 (1) ◽  
pp. 018-027
Author(s):  
Siti Nur Laily Rohmawati
Keyword(s):  
Data Processing ◽  
Path Analysis ◽  
Hypothesis Testing ◽  
Brand Equity ◽  
Sampling Technique ◽  
Probability Sampling ◽  
Brand Credibility ◽  
The Difference ◽  
Endorser Credibility

The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis. The results showed that Endorser credibility affected brand credibility. Endorser credibility affects brand. Brand credibility affects brand equity, and Brand credibility mediates endorser credibility towards Brand equity.

Celebrity endorsement, self-brand connection and consumer-based brand equity

2015 ◽  
Vol 24 (5) ◽  
pp. 449-461 ◽  
Author(s):  
Abhishek Dwivedi ◽  
Lester W. Johnson ◽  
Robert E. McDonald
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
The Self ◽  
Self Concept ◽  
Equation Modeling ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Sports Drinks ◽  
Endorser Credibility ◽  
Celebrity Endorsers

Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2018 ◽  
pp. 36-52
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

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