Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

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

Authors
Usep Suhud1, *, Ani Nur Kumaladewi2, Mamoon Allan3
1Faculty of Economics, Universitas Negeri Jakarta, Jakarta, Indonesia
2LSPR Communication and Business Institute, Jakarta, Indonesia
3Faculty of Archaelogy and Tourism, The University of Jordan, Amman, Jordan
*Corresponding author. Email: usuhud@unj.ac.id
Corresponding Author
Usep Suhud
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_48How to use a DOI?
Keywords
Brand attitude; celebrity credibility; celebrity marketing; celebrity credibility; publicity attitude
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
978-2-38476-064-0
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_48How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Usep Suhud
AU  - Ani Nur Kumaladewi
AU  - Mamoon Allan
PY  - 2023
DA  - 2023/05/30
TI  - When Celebrities Sell Cakes: The Influence of Brand and Celebrity Credibility on Consumers’ Purchase Intentions
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 457
EP  - 469
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_48
DO  - 10.2991/978-2-38476-064-0_48
ID  - Suhud2023
ER  -