Mediating brand trust, brand attitude, and brand psychological ownership on celebrity endorsers to behavioural intention

Authors

  • Elsi Safira Universitas Muhammadiyah Yogyakarta
  • Indah Fatmawati Universitas Muhammadiyah Yogyakarta
  • Nuryakin Nuryakin Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.12928/fokus.v13i2.8591

Abstract

The marketing type that is found on social media today is celebrity endorsement. To encourage consumer behavioural intention, luxury brand companies take several strategies, including using celebrity endorsers to introduce their brand and to build brand trust, brand attitude, and brand psychological ownership. This study aims to examine the influence of celebrity endorsers on behavioural intention through the mediation of brand trust, attitude, and psychological ownership. A total of 250 samples were determined by purposive sampling. This research used a quantitative approach and structural equation modelling (SEM) AMOS as a data analysis technique. The result showed a mediating effect of brand trust, attitude, and psychological ownership on the relationship between celebrity endorsers and behavioural intention.

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Published

2023-09-21

How to Cite

Safira, E., Fatmawati, I., & Nuryakin, N. (2023). Mediating brand trust, brand attitude, and brand psychological ownership on celebrity endorsers to behavioural intention. Jurnal Fokus Manajemen Bisnis, 13(2), 164–178. https://doi.org/10.12928/fokus.v13i2.8591

Issue

Vol. 13 No. 2 (2023)

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Articles

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Copyright (c) 2023 Elsi Safira, Indah Fatmawati, Nuryakin Nuryakin

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