BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE

Angga Febrian, Muhtad Fadly

Abstract


Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement.  The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.


Keywords


Celebrity Endorsement; Brand Trust; Brand Attitude; Purchase Intention

Full Text:

PDF

References


Ajzen, I. and Fishbein, M. 1975. Theories of Attitudes. Psychology of Attitudes, p. chapter 2.

Arora, N., Prashar, S., Parsad, C., and Tata, S. V. 2019. Influence of Celebrity Factors, Consumer Attitude, and Involvement on Shoppers’ Purchase Intention Using Hierarchical Regression. Decision, 46(3), 179–195. https://doi.org/10.1007/s40622-019-002087.

Barney, J. B. and Hansen, M. H. 1994. Trustworthiness as a Source of Competitive Advantage. Strategic Management Journal, 15(1 S), 175–190. https://doi.org/ 10.1002/smj.4250150912.

Baumöl, U., Hollebeek, L., and Jung, R. 2016. Dynamics of Customer Interaction on Social Media Platforms. Electronic Markets, 26(3), 199–202. https:// doi.org/10.1007/s12525-016-0227-0.

Belanche, D., Flavián, M., and Ibáñez-Sánchez, S. 2020. Followers’ Reactions to Influencers’ Instagram Posts. Spanish Journal of Marketing - ESIC, aheadof-p(ahead-of-print), 37–53. https://doi.org/10.1108/ sjme-11-2019-0100.

Chin, P. N., Isa, S. M., and 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, 00(00), 1–17. https://doi.org/10.1080/13527266.2019.1604561.

Cuomo, M. T., Foroudi, P., Tortora, D., Hussain, S., and Melewar, T. C. 2019. Celebrity Endorsement and The Attitude Towards Luxury Brands for Sustainable Consumption. Sustainability (Switzerland), 11(23), 1–21. https://doi.org/10.3390/su11236791.

Delgado, E. and Munuera, J. 2001. Brand Trust in The Context of Consumer Loyalty. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/ 10.3969/j.issn.1001-0548.2009.05.013.

Dogra, P. and Sharma, R. R. 2019. Modeling the Effects of Financial Services Advertising on Financial Product Purchase: An Empirical Validation. Vision, 23(4), 418–431. https://doi.org/10.1177/097226291 9850920.

Ebrahim, R. S. 2019. The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 0(0), 1–22. https://doi.org/10.1080/ 15332667.2019.1705742.

Erdogan, B. Z. 1999. Celebrity Endorsement/ : A Literature Review Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15 (4), 291–314. https://doi.org/10.1362/02672579978 4870379.

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., and Kitchen, P. J. 2018. Perceptional Components of Brand Equity: Configuring the Symmetrical and Asymmetrical Paths to Brand Loyalty and Brand Purchase Intention. Journal of Business Research, 89(January), 462–474. https://doi.org/10.1016/j.jbusres. 2018.01.031.

Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. 2018. The Results of PLS-SEM Article Information. European Business Review, 31(1), 2–24. https:// doi.org/10.1108/EBR-11-2018-0203.

Henseler, J. 2017. Partial Least Square Path Modeling: Basic Concepts Issues and Application. Leeflang et Al. (Eds.), Advanced Methods for Modeling Markets, International Series in Quantitative Marketing, 361–381. https://doi.org/10.1007/978-3-31953469-5.

Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., and Dennis, C. 2020. Examining The Effects of Celebrity Trust on Advertising Credibility, Brand Credibility, and Corporate Credibility. Journal of Business Research, 109(November 2019), 472–488. https://doi.org/10.1016/j.jbusres.2019.11.079.

Jiménez-Castillo, D. and Sánchez-Fernández, R. 2019. The Role of Digital Influencers in Brand Recommendation: Examining Their Impact on Engagement, Expected Value, and Purchase Intention. International Journal of Information Management, 49(July), 366–376. https://doi.org/10.1016/j.ijinfomgt.2019. 07.009.

Jin, S. Venus and Ryu, E. 2020. I’ll Buy What She’s #Wearing”: The Roles of Envy Toward and Parasocial Interaction with Influencers in Instagram Celebrity-Based Brand Endorsement and Social Commerce. Journal of Retailing and Consumer Services, 55(April), 102121. https://doi.org/10.1016/ j.jretconser.2020.102121.

Jin, S. Venus and Ryu, E. 2018. Celebrity Fashion Brand Endorsement in Facebook Viral Marketing and Social Commerce: Interactive Effects of Social Identification, Materialism, Fashion Involvement, and Opinion Leadership. Journal of Fashion Marketing and Management, 23(1), 104–123. https:// doi.org/10.1108/JFMM-01-2018-0001.

Keller, K. L. 1993. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1–22. https://doi.org/https:// journals.sagepub.com/doi/10.1177/002224299 305700101.

Khan, I. and Fatma, M. 2019. Connecting The Dots Between CSR and Brand Loyalty: The Mediating Role of Brand Experience and Brand Trust. International Journal of Business Excellence, 17(4), 439–455. https://doi.org/10.1504/ijbex.2019.10020542

Kusumasondjaja, S. and Tjiptono, F. 2019. Endorsement and Visual Complexity in Food Advertising on Instagram. Internet Research, 29(4), 659–687. https:/ /doi.org/10.1108/IntR-11-2017-0459.

Liu, M. T., Huang, Y. Y., and Minghua, J. 2007. Relations Among Attractiveness of Endorsers, Match-Up, and Purchase Intention in Sport Marketing in China. Journal of Consumer Marketing, 24(6), 358–365. https://doi.org/10.1108/07363760710822945.

Loureiro, S. M. C. and Sarmento, E. M. 2019. Exploring the Determinants of Instagram as a Social Network for Online Consumer-Brand Relationship. Journal of Promotion Management, 25(3), 354–366. https:// doi.org/10.1080/10496491.2019.1557814.

Martínez-lópez, F. J., Anaya-sánchez, R., Fernández, M., Lopez-lopez, D., Anaya-sánchez, R., and Fernández, M. 2020. Behind Influencer Marketing/ : Key Marketing Decisions and Their Effects On Followers’ Responses. Journal of Marketing Management, 00(00), 1–29. https://doi.org/10.1080/0267257X. 2020.1738525.

McCracken, G. 1989. Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(December), 310. https://doi.org/10.1016/b978-0-12-558702-0.50017-0.

Moorman, C., Deshpande, R., and Zaltman, G. 1993. Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81. https:// doi.org/10.2307/1252059.

Odoom, R., Anning-Dorson, T., and Acheampong, G. 2017. Antecedents of Social Media Usage and Performance Benefits in Small and Medium-sized Enterprises (SMEs). Journal of Enterprise Information Management, 30(3), 383–399.

Osei-Frimpong, K., Donkor, G., and 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. https://doi.org/10.1080/ 10696679.2018.1534070.

Paul, J. and Bhakar, S. 2018. Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?. Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491. 2017.1360826.

Pérez-Villarreal, H. H., Martínez-Ruiz, M. P., and IzquierdoYusta, A. 2019. Testing Model of Purchase Intention for Fast Food in Mexico: How Do Consumers React to Food Values, Positive Anticipated Emotions, Attitude Toward The Brand, and Attitude Toward Eating Hamburgers?. Foods, 8(9). https:// doi.org/10.3390/foods8090369.

Pickett, A. C. and Brison, N. T. 2019. Lose Like A Man: Body Image and Celebrity Endorsement Effects of Weight Loss Product Purchase Intentions. International Journal of Advertising, 38(8), 1098–1115. https://doi.org/10.1080/02650487.2019.1586208.

Portal, S., Abratt, R., and Bendixen, M. 2018. The Role of Brand Authenticity in Developing Brand Trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828.

Pradhan, D., Duraipandian, I., and Sethi, D. 2014. Celebrity Endorsement: How Celebrity–Brand–User Personality Congruence Affects Brand Attitude and Purchase Intention. Journal of Marketing Communications, 22(5), 456–473. https://doi.org/10.1080/ 13527266.2014.914561.

Rousseau, D. M., Sitkin, S. B., Burt, R. S., and Camerer, C. 1998. Not So Different After All: A Cross-Discipline View of Trust. Academy of Management Review, 23(3), 393–404. https://doi.org/10.5465/AMR. 1998.926617.

Roy, S. 2016. Meaning Transfer in Celebrity Endorsements: An Explanation Using Metaphors. Journal of Marketing Communications, 24(8), 843–862. https://doi.org/10.1080/13527266.2016.1197294.

Sambath, P. and Jeng, D. J.-F. 2011. The Effects of Celebrity Endorsers on Brand Personality, Brand Trust, Brand Preference and Purchase Intention. The Sustainable Global Marketplace - Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference, (2000), 435–439.

Sarstedt, M. and Cheah, J.-H. 2019. Partial Least Squares Structural Equation Modeling Using SmartPLS: A Software Review. Journal of Marketing Analytics, (1). https://doi.org/10.1057/s41270-019-00058-3.

Sarstedt, M., Ringle, C. M., Cheah, J. H., Ting, H., Moisescu, O. I., and Radomir, L. 2019. Structural Model Robustness Checks in PLS-SEM. Tourism Economics. https://doi.org/10.1177/13548166 18823921.

Singh, R. P. and Banerjee, N. 2018. Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention. Journal of Promotion Management, 25(2), 225–251. https://doi.org/10.1080/10496491.2018.1443311.

Spry, A., Pappu, R., and Cornwell, T. B. 2011. Celebrity Endorsement, Brand Credibility, and Brand Equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958.

Till. B. D. 1998. Application of The Internal Dosimetry Support System for Interpretation of in Vivo And Bioassay Measurements. Journal of Product & Brand Management, 7 (5), 400–409. https://doi.org/ 10.1093/oxfordjournals.rpd.a033079.

Wang, S. W., Kao, G. H. Y., and Ngamsiriudom, W. 2017. Consumers’ Attitude of Endorser Credibility, Brand, and Intention with Respect to Celebrity Endorsement of the Airline Sector. Journal of Air Transport Management, 60, 10–17. https://doi.org/10.1016/ j.jairtraman.2016.12.007.

Wang, X. W., Cao, Y. M., and Park, C. 2019. The Relationships Among Community Experience, Community Commitment, Brand Attitude, and Purchase Intention in Social Media. International Journal of Information Management, 49(October 2018), 475– 488. https://doi.org/10.1016/j.ijinfomgt.2019.07.018.

Wijaya, S., Wahyudi, W., Kusuma, C. B., and Sugianto, E. 2018. Travel Motivation of Indonesian Seniors in Choosing Destination Overseas. International Journal of Culture, Tourism, and Hospitality Research, 12(2), 185–197. https://doi.org/10.1108/ IJCTHR-09-2017-0095.

Zhu, Y. Q., Amelina, D., and Yen, D. C. 2020. Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17. https:// doi.org/10.4018/JECO.2020010101.




DOI: http://dx.doi.org/10.21776/ub.jam.2021.019.01.19

Refbacks

  • There are currently no refbacks.