Professional Documents
Culture Documents
Celebrity Endorsement, Brand Credibility and Equity Celebrity Endorsement, Brand Credibility and Equity
Celebrity Endorsement, Brand Credibility and Equity Celebrity Endorsement, Brand Credibility and Equity
Kelompok 3:
Arief Adhykusuma
Brigita Manohara
Gania Astried
Wiwit Agustiana
Bran
d Sa
n les
illi o
B
$ s Brand Image Drop
Los pe d
Collapse
LATAR BELAKANG DAN TEORI
Brand recognition;
Brand credibility;
Brand recall, purchase intentions, purchase
Relationship endorser behaviour;
credibility-brand equity
Credibility might influence brand equity
CONCEPTUAL FRAMEWORK
METODE PENELITIAN
Semantic meaning: symbolic associations, such as the idea that rich people model drink champagne
KESIMPULAN
• global or “high equity” celebrities are more congruent with global or “high equity” brands.
• Global firms will need to assess the cost-effectiveness of the use of expensive global
celebrities who can be used in more than one market versus local celebrities who may
not be as expensive but still could be effective in a single national market;
• a key advantage of celebrity endorsement is its ability to be used across international
borders because of the global appeal of a known celebrity;
THANK YOU