When Celebrities Sell Cakes: The Influence of Brand and Celebrity Credibility on Consumers’ Purchase Intentions

Usep Suhud (), Ani Nur Kumaladewi and Mamoon Allan
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Usep Suhud: Universitas Negeri Jakarta, Faculty of Economics
Ani Nur Kumaladewi: LSPR Communication and Business Institute
Mamoon Allan: The University of Jordan, Faculty of Archaelogy and Tourism

A chapter in Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 2023, pp 457-469 from Springer

Abstract: Abstract At one time, there was a phenomenon where Indonesian celebrities opened cake shops, created brands, and opened branches in many cities. They do their marketing by relying on social media and the publicity of special television shows that indulge in the lives of celebrities and famous people. However, research on this topic is still rarely explored. Therefore, this study examines the effect of celebrity credibility, brand credibility, brand attitude, and advertisement attitude on purchase intention. Data collection was conducted in Jakarta involving 280 participants, and they were selected using the convenient sampling method. The data were processed using exploratory factor analysis and a structural equation model. As a result, brand credibility influenced advertisement attitude and brand attitude, whilst celebrity credibility affected brand attitude, and brand attitude affected purchase intention. This study expand our knowledge about celebrity marketing.

Keywords: Brand attitude; celebrity credibility; celebrity marketing; celebrity credibility; publicity attitude (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-064-0_48

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DOI: 10.2991/978-2-38476-064-0_48

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