scholarly journals The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah)

2020 ◽  
Vol 3 (2) ◽  
pp. 60
Author(s):  
Sakti Hendra Pramudya
Keyword(s):  
Family Business ◽  
New Product ◽  
Psychological Process ◽  
Celebrity Endorsement ◽  
Opinion Survey ◽  
Product Lines ◽  
Initial Stage ◽  
Celebrity Endorser ◽  
Survey Results ◽  
Consumer's Perception

<p>The main purpose of this study is to analyze the consumer’s perception of single celebrity endorsement and celebrity family endorsement in the context of Instagram advertising. Instagram is selected as the research context due to the application has become a new trend in Asia and there are abundant people who use it as a media for promotion. The object of this research is Anang and Ashanty family business. They are a famous celebrity couple in Indonesia which successfully established numerous product lines, as well as a variety of brands and, interestingly, both Anang and Ashanty (along with their children), are the advertisement models of all of their product in the Instagram. The paper comprises of two separate studies. The first study would use 2 x 2 factorial design to compare the Instagram user’s response towards four stimuli of Instagram advertisements. Two stimuli would depict Instagram advertisement of single celebrity endorser (represents by Ashanty) and the other two stimuli would depict Instagram advertisement of celebrity family endorser (represents by Anang and Ashanty family). The stimulus is taken from the original advertisement from the couple’s product lines which represents by one cake product and one acne cream product. The second study is a consumer’s opinion survey which measures respondent’s opinion towards the advertisements. Based on the survey results of 547 Instagram users in Indonesia, it is revealed that celebrity family advertisement emerged higher than single celebrity advertisement for the acne cream product. Hence, it can be concluded that the consumer does value celebrity family endorsement more than individual or single celebrity endorsement. However, further analysis reveals that the engagement only exists in the initial stage (attention) and the middle stage (desire and search) of consumer’s psychological process to purchase a new product due to all of the advertisement is lacking information about the price.</p><p><strong>Keywords:</strong> Family Business Branding, Single Celebrity Endorsement, Celebrity Family Endorsement, Instagram.</p>

Fixture Reusability and Reconfigurability Analysis Using Similarity Index

2000 ◽  
Author(s):  
Arlene G. Smithson ◽  
Zhenyu Kong ◽  
Dariusz Ceglarek
Keyword(s):  
Manufacturing System ◽  
Formal Method ◽  
Similarity Index ◽  
New Product ◽  
Fixture Design ◽  
Production Lines ◽  
Product Lines ◽  
Future Production ◽  
Manufacturing System Design ◽  
And Performance

Abstract Currently there is a lack of a formal method to utilize previous fixture information into the design of future product and production lines. The utilization of knowledge gained in the design of prior fixtures and the capability assessment of existing reconfigurable fixtures on the design of new product lines allow manufacturing system design for time and cost reductions. This paper presents the evaluation of a fixture design similarity index developed to assess the relevance of current fixtures design information for multi-model production (reconfigurability) or for future production lines design (reusability). The index developed decomposes N-2-1 fixture information into X, Y, and Z data with applicable constrains and part deflection requirements in the X, Y, and Z directions. This allows the evaluation and comparison of physical and performance attributes of any given fixture. An example demonstrating the methodology implementation to single fixture case analysis and conclusions are provided as part of the presentation.

RIGIDITIES CONSIDERED: SUPPLIER STRATEGIES FOR INTEGRATED INNOVATION

2011 ◽  
Vol 15 (01) ◽  
pp. 95-119 ◽  
Author(s):  
Thorsten Teichert ◽  
Ricarda B. Bouncken
Keyword(s):  
Supply Chain ◽  
Dynamic Capabilities ◽  
New Product ◽  
Survey Results ◽  
Strategic Issue ◽  
Innovation Strategies ◽  
Product Concepts ◽  
Market Success

Innovation is a strategic issue in need of internal and external alignment. This is particularly the case for supplier innovations, as new product concepts and strategies must cope with supply chain interfaces. Suppliers' strategies are oftentimes confronted by innovation rigidities resulting from a manufacturers' need to manage the integration of several components from various suppliers into a coherent innovation. Suppliers can follow different innovation strategies derived from a deliberate planning or a emerging as suppliers incrementally learn and experiment along their path. A survey of 241 suppliers illustrates that these two strategic types effect on market success depends on the level of the rigidities. The survey results also illustrate that two dynamic capabilities, the planning capability and the innovation orientation, act as intermediary variables to increase success under specific rigidity conditions. The findings further illustrate that dynamic capabilities can be enhanced by an adequate strategy.

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

Natura Siberica: Challenging Entry in OrganicCosmetics Business

2019 ◽  
Vol 2 (2) ◽  
pp. 163-177
Author(s):  
Jashim Uddin Ahmed ◽  
Hafiza Sultana ◽  
Asma Ahmed ◽  
Ritu Chhikara
Keyword(s):  
New Product ◽  
Special Focus ◽  
Sustainable Business ◽  
Product Lines ◽  
Global Brand ◽  
Foreign Countries ◽  
The Usa ◽  
Internationalization Strategies ◽  
Certified Organic

The case study analyzes the organic cosmetics and toiletries industry, along with its major players, and opportunities and challenges, with special focus on Natura Siberica. To investigate how the brand has been successful at home and abroad, the study also analyzes its marketing mix and internationalization strategies. Natura Siberica is not only natural and herb-based cosmetics but also the first Russian certified organic cosmetics. It uses Siberian herbs and plants in production, with the objective to offer youth and beauty to consumers’ skin and hair. The organization has 70 brand stores in Russia and six foreign countries, while its products are available in more than 40 countries. With the predicted growth of the global organic cosmetics market, the brand has significant opportunities to expand into new product lines and geographic markets in future. In addition, it needs to promote its sustainable business model to the customers. On the other hand, the organization needs to confront the competitive pressure from existing players and potential new entrants offering organic beauty products. It also needs to emphasize its image as a global brand instead of the Russian origin in order to successfully enter in markets like the USA.

Effectiveness of celebrity endorsement of a political candidate among young voters

2017 ◽  
Vol 45 (9) ◽  
pp. 1425-1436
Author(s):  
Nam-Hyun Um
Keyword(s):  
Party Identification ◽  
Elaboration Likelihood Model ◽  
Social Identification ◽  
Elaboration Likelihood ◽  
Celebrity Endorsement ◽  
Young Voters ◽  
Political Candidate ◽  
Reactance Theory ◽  
Likelihood Model ◽  
Celebrity Endorser

I examined how voters' attitudes may be influenced by celebrity endorsement of a political candidate. In the study I drew upon reactance theory, reinforcement theory, social identification theory, and the elaboration likelihood model to investigate the effects on young decided and undecided (swing) voters of party identification and identification with a celebrity endorser in a political campaign. I used a 2 × 2 × 2 between-subjects factorial design to examine the factors of voters' party identification, identification with a celebrity endorser, and status of voting intention of 256 U.S. university students enrolled in a journalism course. The results suggest that party identification and identification with a celebrity endorser are predictors of effectiveness for celebrity endorsement of political candidates. Theoretical and practical implications are discussed.

Alcohol Beverage Advertisement and Consumption

1978 ◽  
Vol 8 (4) ◽  
pp. 339-353 ◽  
Author(s):  
Meyer Katzper ◽  
Ralph Ryback ◽  
Marc Hertzman
Keyword(s):  
Excess Mortality ◽  
Self Regulation ◽  
New Product ◽  
Social Consequences ◽  
Media Campaign ◽  
Product Lines ◽  
Public Hearings ◽  
Direct Contrast ◽  
The Media

This paper is an attempt to present the alcohol beverage industry's view of the value and role of advertising and its relationship to consumption. The authors suggest that regulation of price and availability of alcohol can reduce mean consumption, excess mortality, and social consequences. Although government does not accept the notions of cause and effect between advertising and consumption, the industry does. Industry advocates self-regulation. However, the aggressive posture of the companies as reflected through their media campaign is in direct contrast to their testimony in public hearings. Rather than competing for shares of an existing market, the alcohol beverage companies appear to be introducing new product lines, planning for overall expansion of the older products, and targeting new markets such as heavy drinkers, women, and teenagers. The media compete vigorously for alcohol beverage advertising dollars which also fosters targeted advertisement. Ways to control the growth of alcohol consumption through advertising are suggested.

Sign in / Sign up

Export Citation Format

Share Document