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Natassia, Eilentya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Brand ambassador power: Can Twice's endorsement boost Scarlett Whitening's brand value? Natassia, Eilentya
Jurnal Ekonomi Perusahaan Vol. 31 No. 2 (2024): September 2024 - February 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v31i2.1392

Abstract

Brand name plays a crucial role in the sustainability of a business. Business owners continually strive to enhance their brand name to make it more memorable to consumers. Scarlett Whitening is a well-known local skincare brand that utilizes Korean public figures to promote its products to the international market. This study investigates the impact of using a Korean brand ambassador on the brand value of Scarlett Whitening. To achieve this, the author distributed questionnaires to 105 respondents selected through judgmental sampling. The results indicated that the visibility and credibility of Twice girlband had no significant effect on brand value, whereas their attractiveness and power did. This study reveals that brand ambassadors influence brand value due to their attractiveness and power.
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