Home⇛SMN Digest⇛vol. 8 no. 2 (2022)

Effects of Korean Celebrity Endorser Credibility on Brand Credibility, Consumer-Based Brand Equity, and Purchase Intention Among Skincare Brands

Elisha Christianne B Barcelon

Discipline: Marketing

 

Abstract:

The prevalence of using celebrity endorsements as a marketing tool for companies and the increasing influences of the Hallyu K-beauty and the skincare industry has allowed Korean wave on Filipinos, coupled with the rising trend on celebrities to be endorsers of skincare brands. Since their effectiveness as endorsers has not been investigated, this led this study to determine the effects of Korean celebrity endorser credibility on brand credibility, consumer-based brand equity, and purchase intention among skincare brands. The selected population consisted of skincare consumers residing in Metro Manila, ages 15 and up using non-probability sampling techniques. The study was able to gather a sample (n = 413) through a survey questionnaire for its quantitative data. Descriptive statistics, one-way ANOVA tests, confirmatory factor analysis, and covariance-based structural equation modeling were used to analyze the quantitative data gathered for the study. Focus group discussions and interviews were also conducted to gather qualitative data to further substantiate the results of the survey. The findings of the study showed that endorser credibility has a direct effect on brand credibility and purchase intention but has an indirect effect on consumer-based brand equity through the mediation of brand credibility. Overall, it was seen that celebrity endorsers also play a role in influencing brand perception and evaluation as well as the purchase behavior of skincare consumers.The findings of the study provided recommendations for skincare companies or brands and future researchers.



References:

  1. Arnold, M. (2020, September 15). 6.1 Omitted Variable Bias | Introduction to Econometrics with R. Retrieved from Econometrics-with-r.org website: https://www.econometrics-with-r.org/6-1-omitted-variable-bias.html
  2. Bergkvist, L. & Zhou, K. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663
  3. Cruel, J. (2016, July 15). Best Skin Care Tips for Women in Their 20s, 30s, 40s, and 50s. Retrieved April 30, 2021, from SELF website: https://www.self.com/story/skincare-for-20s-30s-40s-50s
  4. Dwivedi. A., Johnson, L., & McDonald, R. (2015). Celebrity endorsement, self-brand connection, and consumer-based brand equity. Journal of Product and Brand Management. Vol. 24, No. 5, pp. 449-461
  5. Erdem, T. & Swait, J. (2004). Brand Credibility, Brand Consideration, and Brand Choice. Journal of Consumer Research. 31(1), 191-198
  6. Euromonitor. (2020). Skin Care in the Philippines | Market Research Report. Retrieved February 17, 2021, from Euromonitor.com website: https://www.euromonitor.com/skin-care-in-the-philippines/report
  7. Frost, J. (2017, April 2). Multicollinearity in Regression Analysis: Problems, Detection, and Solutions. Retrieved from Statistics By Jim website: https://statisticsbyjim.com/regression/multicollinearity-in-regression-analysis/
  8. Gana, K. & Broc, G. (2019). Structural equation modeling with lavaan. Hoboken, NJ: Wiley, London.
  9. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th Edition). Edinburg: Pearson.
  10. Igno, J. A. M., & Cenidoza, M. C. E. (2016). Beyond the “Fad”: Understanding Hallyu in the Philippines. International Journal of Social Science and Humanity, 6(9), 723.
  11. Mani, A. P. & Tipathi V.M. (2019). A Study of Demographic Factors and Their Impact on the Impulsive Buying Behavior of Skin Care Cosmetics. Journal of Critical Reviews, 6(4), pp. 153-155
  12. McIntyre, M. (2014, April 17). Our Epic Guide to Fab Skin At Every Age. Retrieved April 30, 2021, from Refinery29.com website: https://www.refinery29.com/en-us/45678#slide-5
  13. Morwitz, V. (2012). Consumers’ Purchase Intentions and the Behavior. Foundations and Trends in Marketing, 7(3), 181-230, DOI: 10.1561/170.000.0036
  14. Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52, DOI: 10.1080/00913.367.1990.10673191
  15. Spears, N. & Singh, S. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66, DOI:10.1080/10641.734.2004.10505164
  16. Spry, A., Pappu, R., & Cornwell, T.B., (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing. Vol. 45 No. 6, 2011, pp. 882-909. Emerald Group Publishing Limited. DOI 10.1108/030.905.61111119958
  17. Till, B. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product and Brand Management, 7(5), 400-409
  18. Vidyanata, D. & Hadiwidjojo, S.D. (2018, September). The Role of Brand Attitude and Brand Credibility as a Mediator of the Celebrity Endorsement Strategy to Generate Purchase Intention. Journal of Applied Management, 16(3), 402-411. DOI: http://dx.doi.org/10.21776/ub.jam.2018.016.03.04.
  19. Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14

Tools


Copyright © 2024  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic