Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention

  • Afifah I
N/ACitations
Citations of this article
88Readers
Mendeley users who have this article in their library.

Abstract

Celebrity endorsement has become popular marketing strategy for the last decade. However, it is not always effective. Sometimes, it brings adverse effect to the brand and product due to wrong selection of celebrity figure. Therefore, this study aimed to investigate variables that related to celebrity endorsement, but have most significant influence to purchase intention. Among others: expertise, trustworthiness, similarity, familiarity, likeability, and product-match. So, it can be used by marketers as an insight. There were 200 respondents involved in this explanatory quantitative study. The findings revealed that all variables have positive influence to purchase intention. However, it is only expertise, trustworthiness, similarity, familiarity, and likeability that have significant influence. It means, product-match up had insignificant influence to purchase intention.

Cite

CITATION STYLE

APA

Afifah, I. F. (2022). Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention. Journal of Communication & Public Relations, 1(2), 21. https://doi.org/10.37535/105001220223

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free