How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers

The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze t...

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Bibliographic Details
Published inJournal of Business and Management Review Vol. 1; no. 1; pp. 18 - 27
Main Author Rohmawati, Siti Nur Laily
Format Journal Article
LanguageEnglish
Published Professional Muda Cendekia Publishing 21.06.2020
Subjects
brand credibility
brand equity
endorser credibility
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Summary:The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis. The results showed that Endorser credibility affected brand credibility. Endorser credibility affects brand. Brand credibility affects brand equity, and Brand credibility mediates endorser credibility towards Brand equity.
ISSN:2723-1097
2723-1097
DOI:10.47153/jbmr.v1i1.7