Celebrity endorsement, brand

credibility and equity 

Mata Kuliah : Perilaku Konsumen

Dosen Pengampu : Dr. Iin Mayasari

Kelompok 3:
Arief Adhykusuma
Brigita Manohara
Gania Astried
Wiwit Agustiana
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LATAR BELAKANG DAN TEORI

TUJUAN PENELITIAN CELEBRITY ENDORSEMENT

Impact of endorsed; Influences advertising effectiveness;

Brand recognition;
Brand credibility;
Brand recall, purchase intentions, purchase
Relationship endorser behaviour;
credibility-brand equity
Credibility might influence brand equity
CONCEPTUAL FRAMEWORK
METODE PENELITIAN

• Kuantitatif dengan 244 sample;

• Konsumen usia di atas 18 tahun;
• The three dimensions were measured on a seven-point
semantic differential scale.

Your Text Here Your Text Here

You can simply impress your audience and add a You can simply impress your audience and add a
unique zing and appeal to your Presentations. I unique zing and appeal to your Presentations. I
hope and I believe that this Template will your hope and I believe that this Template will your
Time, Money and Reputation. Time, Money and Reputation.
HIPOTESIS AWAL DAN TEMUAN
HIPOTESIS
1. The credibility of a celebrity endorser will positively
impact the credibility of the endorsed brand;
2. The credibility of brand will positively impact the
consumer-based equity of the endorsed brand;
3. The credibility of a celebrity endorses will positively
impact the consumer-based equity of the endorsed
brand;
4. Brand credibility mediates the relationship between
endorser credibility and consumer-based brand
equity;
5. The relationship between endorser credibility and
brand credibility varies according to the type of
branding employed by the endorsed brand;
6. The relationship between endorser credibility and
consumer-based brand equity varies according to the
type of branding or employed by the endorsed brand.
TEMUAN
1. direct and positive relationship between endorser
credibility and brand credibility;
2. the positive relationship between brand credibility and
consumer-based brand equity. the relationship between
brand credibility and brand equity varies by the type of
branding employed, with the relationship being slightly
stronger for parent brands compared to sub-brands;
3. a direct and positive relationship between endorser
credibility and consumer-based brand equity;
4. brand credibility would mediate the relationship between
endorser credibility and consumer-based brand equity;
5. the relationship between endorser credibility and brand
credibility would vary depending on whether the endorsed
brand was a parent brand or sub-brand NOT SUPPORTED;
6. the type of branding employed moderates the
relationship between endorser credibility and consumer-
based brand equity NOT SUPPORTED.
Correlation of Celebrity Endorser Research
with Chapt.4, Learning & Memories
4 of 6 Hypothesis has shown positive correlation
between endorser credibility and brand credibility,
consumer-based brand equity.
Cognitive Learning by Consumers
Observing Brand Endorser as Role Model

Semantic meaning: symbolic associations, such as the idea that rich people model drink champagne
 KESIMPULAN

• a celebrity endorser should be one who is perceived as credible based on their

attractiveness, expertise and trustworthiness;
• local celebrities (who mainly operate in the local market) can be successful in
influencing brand credibility and hence, brand equity for the selected global brands;

• global or “high equity” celebrities are more congruent with global or “high equity” brands.

• Global firms will need to assess the cost-effectiveness of the use of expensive global
celebrities who can be used in more than one market versus local celebrities who may
not be as expensive but still could be effective in a single national market;
• a key advantage of celebrity endorsement is its ability to be used across international
borders because of the global appeal of a known celebrity;
THANK YOU