THE EFFECTS OF CELEBRITY ENDORSEMENT ON CONSUMERS’ ATTITUDE TOWARDS THE BRAND AND PURCHASING INTENTION

Chrisma Adyatami, Stella (2015) THE EFFECTS OF CELEBRITY ENDORSEMENT ON CONSUMERS’ ATTITUDE TOWARDS THE BRAND AND PURCHASING INTENTION. . pp. 1-15.

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Abstract

This research aims at investigating the effects of celebrity endorsements with respect to their source credibility and congruence on customers’ attitude towards the brand and purchase intention. Celebrity endorsement seems to be the latest and majorly used technique by marketers these days. This paper tests the efficacy of this marketing tool. Data has been collected from 241 respondents in questionnaire form. Regression analysis, descriptive analysis and Cronbach’s Alpha were used to analyze the data. The result showed that source credibility of celebrity endorsement do have no significant effect on consumers’ attitude towards the brand. While other variables show significant affect. Consumers’ attitude towards the brand positively affect purchase intention. Further research can be conducted in this research by adding other factors or variables that can more affect to consumers attitude and purchase intention, such as the celebrity-society congruency. Other suggestions are by changing the demographics of respondents and more expanding the research to check the significance of media in marketing and promotion.

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