THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X
This study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this st...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
iVolga Press
2020-10-01
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| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: |
| _version_ | 1827845621832220672 |
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| author | Sulivyo L. Handra T. |
| author_facet | Sulivyo L. Handra T. |
| author_sort | Sulivyo L. |
| collection | DOAJ |
| description | This study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this study are expertness, trustworthiness, similarity, and attractiveness. Endogenous variables in this study are attitude to advertisement, and brand attitude. The results of the study concluded that only hypothesis 2 was not significant. There was no effect of trustworthiness on attitude to advertisement. Furthermore, Brand X should choose attractive celebrity endorsers in order to increase attitude towards advertisements, affecting brand attitude. Attractive celebrity endorsers are able to increase brand attention when it comes to physical appearance. In addition, further research can add other variables to determine the effect on brand attitude. Increasing the sample size is also highly recommended. |
| first_indexed | 2024-03-12T09:01:02Z |
| format | Article |
| id | doaj.art-6e06625a528044348203ceb8c78b990a |
| institution | Directory Open Access Journal |
| issn | 2226-1184 |
| language | English |
| last_indexed | 2024-03-12T09:01:02Z |
| publishDate | 2020-10-01 |
| publisher | iVolga Press |
| record_format | Article |
| series | Russian Journal of Agricultural and Socio-Economic Sciences |
| spelling | doaj.art-6e06625a528044348203ceb8c78b990a2023-09-02T15:40:46ZengiVolga PressRussian Journal of Agricultural and Socio-Economic Sciences2226-11842020-10-0110610525910.18551/rjoas.2020-10.06THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND XSulivyo L.0Handra T.1Sekolah Tinggi Ilmu Ekonomi PpiMultimedia Nusantara UniversityThis study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this study are expertness, trustworthiness, similarity, and attractiveness. Endogenous variables in this study are attitude to advertisement, and brand attitude. The results of the study concluded that only hypothesis 2 was not significant. There was no effect of trustworthiness on attitude to advertisement. Furthermore, Brand X should choose attractive celebrity endorsers in order to increase attitude towards advertisements, affecting brand attitude. Attractive celebrity endorsers are able to increase brand attention when it comes to physical appearance. In addition, further research can add other variables to determine the effect on brand attitude. Increasing the sample size is also highly recommended.expertnesstrustworthinesssimilarityattractivenessadvertisementbrand attitude |
| spellingShingle | Sulivyo L. Handra T. THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X Russian Journal of Agricultural and Socio-Economic Sciences expertness trustworthiness similarity attractiveness advertisement brand attitude |
| title | THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X |
| title_full | THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X |
| title_fullStr | THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X |
| title_full_unstemmed | THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X |
| title_short | THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X |
| title_sort | effect of trust worthiness expertness similarity and attractiveness on brand attitude and attitude towards advertisements as mediation variables in brand x |
| topic | expertness trustworthiness similarity attractiveness advertisement brand attitude |
| work_keys_str_mv | AT sulivyol theeffectoftrustworthinessexpertnesssimilarityandattractivenessonbrandattitudeandattitudetowardsadvertisementsasmediationvariablesinbrandx AT handrat theeffectoftrustworthinessexpertnesssimilarityandattractivenessonbrandattitudeandattitudetowardsadvertisementsasmediationvariablesinbrandx AT sulivyol effectoftrustworthinessexpertnesssimilarityandattractivenessonbrandattitudeandattitudetowardsadvertisementsasmediationvariablesinbrandx AT handrat effectoftrustworthinessexpertnesssimilarityandattractivenessonbrandattitudeandattitudetowardsadvertisementsasmediationvariablesinbrandx |