The Effect of Negative Celebrity Publicity and Celebrity Identification Towards Purchase Intention

DOI

10.2991/uipsur-17.2018.10How to use a DOI?

Keywords

celebrity endorsement, celebrity identification, negative celebrity publicity, purchase intention, online experiment

Abstract

The purpose of this study is to examine the effect of negative celebrity publicity and celebrity identification on consumers' purchase intention. The negative celebrity publicity used in this study is a controversial news article about a celebrity who endorses a fictitious product. The consumers' level of celebrity identification divided into low vs. high identification. A 2 x 2 between-subject factorial design was conducted to 545 woman consumers aged 18-25 years old living in Jabodetabek. The result showed that both negative celebrity publicity and celebrity identification affect purchase intention. Participants who were exposed to the negative celebrity publicity had less purchase intention compared to participants who were not exposed to the negative celebrity publicity. Celebrity identification also predicts purchase intention, the participant who was highly identified with celebrity endorser showed greater purchase intention than those who were lowly identified. No interaction effect found between negative celebrity publicity and celebrity identification toward purchase intention. The implication of this study was practitioner should concern about these factors (negative celebrity publicity and celebrity identification) when using celebrity endorsement as a marketing strategy.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dhiajeng Hesti Prameswara
AU  - Bertina Sjabadhyni
PY  - 2018/07
DA  - 2018/07
TI  - The Effect of Negative Celebrity Publicity and Celebrity Identification Towards Purchase Intention
BT  - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)
PB  - Atlantis Press
SP  - 59
EP  - 66
SN  - 2352-5398
UR  - https://doi.org/10.2991/uipsur-17.2018.10
DO  - 10.2991/uipsur-17.2018.10
ID  - Prameswara2018/07
ER  -