The Relationship among Celebrity Endorser, Self-brand Connection, Relationship Quality and Repurchase Intention: The Moderating Role of Customer Satisfaction and Media Type

Supriyadi, Yana Listyadewi and Prajogo, Wisnu (2020) The Relationship among Celebrity Endorser, Self-brand Connection, Relationship Quality and Repurchase Intention: The Moderating Role of Customer Satisfaction and Media Type. International Journal of Innovation, Creativity and Change, 12 (5). pp. 238-253. ISSN 2201-1323

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Abstract

Advertising using celebrity endorsers is a company’s strategy to promote its brand to consumers. Celebrity endorser is considered as a credible source for promoting brand based on the celebrity’s attractiveness, expertise, and trustworthiness. A brand can be used to create a consumer’s self-concept. The self-brand connection is how far customers integrate a brand into their self-concept. When the self-concept is achieved, the customer is willing to engage in a relationship with the brand (relationship quality). This can be influenced by customer satisfaction. The change of technology makes all changes, including advertising media. Electronic media is currently divided into conventional and modern. The conventional electronic media in this research is television, while modern electronic media is social media. Previous research only examined one type of electronic media. In this research, I want to examine the differences between the types of electronic media. This research used 232 samples, consist of 118 samples of conventional electronic media and 114 samples of modern electronic media. The data processed using IBM SPSS Statistics 24 and SmartPLS 3.2.8. The result of this research is that all of the hypotheses are accepted, except for the third hypothesis. The result of the moderation test on the type of media revealed that there are differences between conventional and modern electronic media. The most differences are the effect of celebrity endorser on repurchase intention and the influence of relationship quality on repurchase intention.

Item Type: Article
Uncontrolled Keywords: celebrity endorser, repurchase intention, self-brand connection, relationship quality, customer satisfaction
Subjects: MANAJEMEN > Perilaku Konsumen
Divisions: Dosen STIE YKPN > Artikel > Jurnal
Depositing User: Erin Triyana
Date Deposited: 14 Jul 2020 03:15
Last Modified: 28 Oct 2020 06:43
URI: http://repository.stieykpn.ac.id/id/eprint/868

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