THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION
The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and br...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2018-09-01
|
| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | http://jurnaljam.ub.ac.id/index.php/jam/article/view/1319 |
| _version_ | 1818016369214488576 |
|---|---|
| author | Deandra Vidyanata Sunaryo Sunaryo Djumilah Hadiwidjojo |
| author_facet | Deandra Vidyanata Sunaryo Sunaryo Djumilah Hadiwidjojo |
| author_sort | Deandra Vidyanata |
| collection | DOAJ |
| description | The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and brand credibility as a mediator of the celebrity endorsement to purchase intention. This study can be categorized as explanatory research and the sampling technique used in this research is purposive sampling. The result of this study showed that celebrity endorsement would not directly affect purchase intention, though celebrity endorsement can enhance brand attitude and brand credibility which in turn increase purchase intention.This study only focused on apparel products. Thus future research may consider using another type of product. Further, future research is expected to use another social media other than Instagram and to consider using another variable as the mediator. |
| first_indexed | 2024-04-14T07:12:26Z |
| format | Article |
| id | doaj.art-4298925e738d4ecfaad455c873ea9444 |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-04-14T07:12:26Z |
| publishDate | 2018-09-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-4298925e738d4ecfaad455c873ea94442022-12-22T02:06:24ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322018-09-0116310.21776/ub.jam.2018.016.03.04930THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTIONDeandra Vidyanata0Sunaryo Sunaryo1Djumilah Hadiwidjojo2Universitas CiputraFaculty of Economics and Business Universitas BrawijayaFaculty of Economics and Business Universitas BrawijayaThe growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and brand credibility as a mediator of the celebrity endorsement to purchase intention. This study can be categorized as explanatory research and the sampling technique used in this research is purposive sampling. The result of this study showed that celebrity endorsement would not directly affect purchase intention, though celebrity endorsement can enhance brand attitude and brand credibility which in turn increase purchase intention.This study only focused on apparel products. Thus future research may consider using another type of product. Further, future research is expected to use another social media other than Instagram and to consider using another variable as the mediator.http://jurnaljam.ub.ac.id/index.php/jam/article/view/1319celebrity endorsementbrand attitudebrand credibilitypurchase intention |
| spellingShingle | Deandra Vidyanata Sunaryo Sunaryo Djumilah Hadiwidjojo THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION Jurnal Aplikasi Manajemen celebrity endorsement brand attitude brand credibility purchase intention |
| title | THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION |
| title_full | THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION |
| title_fullStr | THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION |
| title_full_unstemmed | THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION |
| title_short | THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION |
| title_sort | role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention |
| topic | celebrity endorsement brand attitude brand credibility purchase intention |
| url | http://jurnaljam.ub.ac.id/index.php/jam/article/view/1319 |
| work_keys_str_mv | AT deandravidyanata theroleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention AT sunaryosunaryo theroleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention AT djumilahhadiwidjojo theroleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention AT deandravidyanata roleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention AT sunaryosunaryo roleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention AT djumilahhadiwidjojo roleofbrandattitudeandbrandcredibilityasamediatorofthecelebrityendorsementstrategytogeneratepurchaseintention |