THE EFFECT OF NASTY AND NON-NASTY MARRIED CELEBRITY ENDORSERS ON THE ATTITUDE, BRAND, AND PURCHASING INTENTION OF THE CONSUMER

https://doi.org/10.22146/jieb.6326

Lina Lina(1*)

(1) Musi Institute of Economics Science
(*) Corresponding Author

Abstract


This research describes how Advertising Response Modelling (ARM) provides a framework to measure advertising performance by integrating several multiple measures
used in copy research. Several studies found that the use of celebrity endorsers is a popular execution device, but it is not without risk. The author reports the study examining
how the case of negative information about an endorser can affect three variables: attitude toward ads, attitude toward brand, and purchasing intention. The aims of this research
were to measure the influence of negative traits of endorsers on consumers’ attitude toward the product, the brand, and the purchasing intention. Experimental research design was employed in this study. The participants in this research were students who are studying at Master of Economics Science, Gadjah Mada University, Yogyakarta. There were 100 participants out of 113 samples used as participants. Those participants were exposed to a printed advertisement of drinking product “Extra O2” brand. Then, they were also exposed to the case of negative information of the endorsers who have and have no nasty married. After that, the participants were asked to fill in self-administered and structured questionnaire. By using ARM and One-way ANOVA analysis, the research shows that endorsers without divorce problem has influenced positively the audience more
than that of endorser with nasty married. However, there are no significant differences between men and women in responding the advertising with nasty and non-nasty married
endorsers. 

Keywords: Advertising Response Modelling (ARM), endorsers with nasty and without nasty married Attitude toward ads, attitude toward brand, and purchasing intention.


Full Text:

PDF PDF



DOI: https://doi.org/10.22146/jieb.6326

Article Metrics

Abstract views : 167 | views : 137 | views : 79

Refbacks

  • There are currently no refbacks.




Copyright (c)



Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

 

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

 

Reader

General Search
Achieves
Author index
Title index

 

 

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

© 2019 Journal of Indonesian Economy and Business 
 Visitor Statistics