Authors : Maureen Susanto and Rini Setiowati
Abstract: To analyze the significant difference between endorser credibility (high vs. low endorser credibility) and brand credibility (high vs. low brand credibility) towards consumer-based brand equity of parent and sub-brands. A field experiment was conducted in Jakarta to 240 respondents. The data was collected using 2x2x2 between subject factorial designs. One-way ANOVA and Tukey’s Post Hoc test were employed to analyze the significant different between research variables. For parent brands: celebrity endorser credibility does not increase brand awareness, brand association but it increases perceived quality of brand with high credibility. Meanwhile, celebrity endorser credibility increases awareness but it does not increase brand association and perceived quality of brand with low credibility. For sub-brands: celebrity endorser credibility of sub-brand of highly credible brand only increases brand awareness of the sub-brand but it does not increase brand awareness, brand association and perceived quality of both sub-brands with high and low credibility. The role of celebrity endorser has important role in increasing awareness of brands with low credibility, so that celebrity endorser can be considered as effective marketing tools for new brand in the market. Moreover, celebrity endorser increases perceived quality of the more established brands.
Maureen Susanto and Rini Setiowati, 2015. Celebrity Endorsement, Brand Credibility and Brand Equity of Smartphone in Jakarta. International Business Management, 9: 221-231.