Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no7.0603

Celebrity Endorser and Purchase Intention: The Mediating Role of Resonance-Based Self-Attitude and Brand Credibility  

GUNAWAN, Stephanie Angelina (Graduate School of Management, Universitas Pelita Harapan)
HERMAWAN, Asep (Faculty of Economics, Universitas Trisakti)
WIDJAJA, Anton Wachidin (Faculty of Business, President University)
BERNARTO, Innocentius (Faculty of Economics and Business, Universitas Pelita Harapan)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.7, 2021 , pp. 603-611 More about this Journal
Abstract
This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention.
Keywords
Celebrity Endorser Credibility; Celebrity Endorser Congruity; Resonance-Based Self-Attitude; Brand Credibility; Brand Purchase Intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Chin, P. N., Isa, S. M., & Alodin, Y. (2019). The impact of endorser and brand credibility on consumers' purchase intention: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 4, 896-912.
2 Mansour, I. H. F., & Diab, D. M. E. (2016). The relationship between celebrities' credibility and advertising effectiveness: The mediation role of religiosity. Journal of Islamic Marketing, 7(2), 148-166.   DOI
3 Plank, K. (2012). Under Armour's Founder on Learning to Leverage Celebrity Endorsements. Harvard Business Review, 90(5), 45-48.
4 Singh, R. P., & Banerjee, N. (2018). Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention. Global Business Review, 19(6) 1-18.   DOI
5 Solomon, M. R. (2006). Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Prentice Hall.
6 Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. (2010). Do males and females think in the same way? An empirical investigation on the gender differences in web advertising evaluation. Computers in Human Behavior, 26(6), 1614-1624.   DOI
7 Thomas, T., & Johnson, J. (2019). The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model. Vision - The Journal of Business Perspective, 23(3), 1-12.   DOI
8 Wang, S. W., & Scheinbaum, A. C. (2017). Trustworthiness Trumps Attractiveness and Expertise: Enhancing Brand Credibility Through Celebrity Endorsement. Journal of Advertising Research, 58(1), JAR-2017-042.
9 Campbell, M. C., & Warren, C. (2012). A risk of meaning transfer: are negative associations more likely to transfer than positive associations? Social Influence, 7(3), 172-192.   DOI
10 Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.   DOI
11 Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34, 85-98.   DOI
12 Detiknews. (2016). Jadi Bintang Iklan Luwak White Koffie, Berapa Bayaran Lee Min Ho? Retrieved May 15, 2020 from https://news.detik.com/adv-nhl-detikcom/d-3111222/jadi-bintang-iklan-luwak-white-koffie-berapa-bayaran-lee-min-ho
13 Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461.   DOI
14 Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.   DOI
15 Siemens, J. C., Smith, S., Fisher, D., & Jensen, T. D. (2008). Product expertise versus professional expertise: congruency between an endorser's chosen profession and the endorsed product. Journal of Targeting, Measurement & Analysis for Marketing, 16(3), 159-168.   DOI
16 White, D. W., Goddard, L., & Wilbur, N. (2009). The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37(4), 322-335.   DOI
17 Yoon, D., & Kim, Y. K. (2015). Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising. Journal of Hospitality Marketing & Management, 6, 1-30.
18 Temperley, J., & Tangen, D. (2006). The Pinocchio factor in consumer attitudes towards celebrity endorsement: Celebrity endorsement, the reebok brand, and an examination of a recent campaign. Innovative Marketing, 2(3), 97-111.
19 Gupta, M. A., & Dang, P. J. (2009). Examining celebrity expertise and advertising effectiveness in India. South Asian Journal of Management, 16(2), 61-75.
20 Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage Publication, Inc.
21 Kensinger, E. A., & Corkin, S. (2003). Effect of negative emotional content on working memory and long-term memory. Emotion, 3, 378-393.   DOI
22 Maharani, N., Helmi, A., Mulyana, A., & Hasan, M. (2020). Factors Influencing Purchase Intention on Private Label Products. Journal of Asian Finance, Economics and Business, 7(11), 939-945. https://doi.org/10.13106/jafeb.2020.vol7.no11.939   DOI
23 Malar, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52.   DOI
24 Freling, T. H., & Forbes, L. P. (2013). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404-413.   DOI
25 Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration,and choice. The Journal of Consumer Research, 31(1), 191-198.   DOI
26 Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48.   DOI
27 Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13, 339-348.   DOI
28 Govers, P., & Schoormans, J. (2005). Product Personality and its Influence on Consumer Preference. Journal of Consumer Marketing, 22(4), 189-197.   DOI
29 Malodia, S., Singh, P., Goyal, V., & Sengupta, A. (2017). Measuring the Impact of Brand-Celebrity Personality Congruence on Purchase Intention. Journal of Marketing Communications, 23(5), 493-512.   DOI
30 Nguyen, T. T. N. (2020). Gender Differences in Determinants of Customer Satisfaction in Beauty and Cosmetic E-commerce. Journal of Asian Finance, Economics and Business, 7(10), 811-822. https://doi.org/10.13106/jafeb.2020.vol7.no10.811   DOI
31 Nielsen. (2020). Nielsen Retail Audit. Nielsen Insights. Nielsen Global Connect.
32 Oh, A. H., & Park, H. Y. (2020). The Effect of Airline's Professional Models on Brand Loyalty: Focusing on Mediating Effect of Brand Attitude. Journal of Asian Finance, Economics and Business, 7(5), 155-166. https://doi.org/10.13106/jafeb.2020.vol7.no5.155   DOI
33 Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103-121.   DOI
34 Nguyen, N.-T. (2021). The Influence of Celebrity Endorsement on Young Vietnamese Consumers' Purchasing Intention. Journal of Asian Finance, Economics and Business, 8(1), 951-960. https://doi.org/10.13106/jafeb.2021.vol8.no1.951   DOI