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PEBI PALENTINA
STIE Trisakti
Economics, Econometrics & Finance

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PENGARUH CELEBRITY ENDORSER’S CREDIBILITY TERHADAP SELF-BRAND CONNECTION DAN BRAND EVALUATION PEBI PALENTINA; KLEMENS WEDANAJI PRASASTYO
Jurnal Bisnis dan Akuntansi Vol 19 No 2 (2017): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (131.292 KB) | DOI: 10.34208/jba.v19i2.279

Abstract

The purpose of this research is to know the impact of a celebrity endorsement’s credibility on a consumer self-brand connection and brand evaluation. In addition, it is also to testify the moderation on self-brand connection and brand evaluation. The technique uses Structural Equation Modelling along with AMOS 22 and purposive sampling. The results are celebrity endorser’s credibility impacts on self-brand connection and endorser brand fit moderates the relationship between them. However, celebrity endorser’s credibility and self-brand connection doesn’t impact on brand evaluation and there is no moderation between celebrity endorser’s credibility and brand evaluation.
Co-Authors KLEMENS WEDANAJI PRASASTYO