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


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



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.


Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, Brand, Celebrity: Which Congruency Produces Effective Celebrity Endorsements?. Journal of Business Research, 81.

Almaida, A., Baumassepe, A. N., & Azzahra, W. F. (2020). Social Media Influencers vs Brand Ambassadors For Brand Image. International Journal of Innovation, Creativity and Change, 12(3).

Brigham, E. F., & Houston, J. F. (2019). Fundamentals of Financial Management. Cengage Learning.

Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The Impact of Endorser and Brand Credibility on Consumers’ Purchase Intention: The Mediating Effect of Attitude towards Brand and Brand Credibility. Journal of Marketing Communications, 26(8).

Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology and Marketing, 34(4).

Dwivedi, A., & Johnson, L. W. (2013). Trust-Commitment as A Mediator of The Celebrity Endorser-Brand Equity Relationship in A Service Context. Australasian Marketing Journal, 21(1).

El Naggar, R. A. A., & Bendary, N. (2017). The Impact of Experience and Brand Trust on Brand Loyalty, while Considering The Mediating Effect of Brand Equity Dimensions: An Empirical Study on Mobile Operator Subscribers in Egypt. The Business & Management Review, 9(2), 16–25.

Enehasse, A., & Saglam, M. (2020). The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust. Journal of Marketing and Consumer Research, 68, 22–32.

Folse, J. A. G., Burton, S., & Netemeyer, R. G. (2013). Defending Brands: Effects of Alignment of Spokescharacter Personality Traits and Corporate Transgressions on Brand Trust and Attitudes. Journal of Advertising, 42(4).

Foroudi, P., Palazzo, M., & Sultana, A. (2021). Linking Brand Attitude to Word-of-Mouth and Revisit Intentions in The Restaurant Sector. British Food Journal, 123(13).

Ghozali, I. (2017). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro.

Grigoriou, N., Davcik, N., & Sharma, P. (2016). Exploring the Influence of Brand Innovation on Marketing Performance Using Signaling Framework and Resource-Based Theory (RBT) Approach. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science.

Gross, M. (2017). Planned Behavior: The Relationship between Human Thought and Action. Routledge.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool In Business Research. European Business Review, 26(2).

Han, H., Yu, J., Chua, B. L., Lee, S., & Kim, W. (2019). Impact of Core-Product and Service-Encounter Quality, Attitude, Image, Trust, and Love on Repurchase: Full-Service vs Low-Cost Carriers in South Korea. International Journal of Contemporary Hospitality Management, 31(4).

Jiménez, N., & San-Martín, S. (2017). Attitude toward M-Advertising and M-Repurchase. European Research on Management and Business Economics, 23(2).

Khan, S. W., & Zaman, U. (2021). Linking Celebrity Endorsement and Luxury Brand Purchase Intentions through Signaling Theory: A Serial-Mediation Model Involving Psychological Ownership, Brand Trust, and Brand Attitude. Pakistan Journal of Commerce and Social Science, 15(3).

Ko, E., Costello, J. P., & Taylor, C. R. (2019). What Is A Luxury Brand? A New Definition and Review of The Literature. Journal of Business Research, 99.

Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. Pearson.

Kuo, C. W., & Tang, M. L. (2013). Relationships among Service Quality, Corporate Image, Customer Satisfaction, and Behavioral Intention for The Elderly In High-Speed Rail Services. Journal of Advanced Transportation, 47(5).

Laparojkit, S., & Suttipun, M. (2022). The Causal Factors Influencing Repurchase Intentions of Local Tourists in Thailand During COVID-19 Crisis. Journal of Tourism Futures.

Malodia, S., Singh, P., Goyal, V., & Sengupta, A. (2017). Measuring The Impact of Brand-Celebrity Personality Congruence on Purchase Intention. Journal of Marketing Communications, 23(5).

Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How Citizen Influencers Persuade Their Followers. Journal of Fashion Marketing and Management, 22(3).

Marzocchi, G., Morandin, G., & Bergami, M. (2013). Brand Communities: Loyal to The Community or The Brand? European Journal of Marketing, 47(1).

Mehdikhani, R., & Valmohammadi, C. (2022). The Effects of Green Brand Equity on Green Word of Mouth: The Mediating Roles of Three Green Factors. Journal of Business and Industrial Marketing, 37(2).

Moisescu, O. I. (2013). The Importance of Brand Awareness in Consumers’ Buying Decision and Perceived Risk Assessment. Management and Marketing, 7(1).

Moisescu, O. I., Gică, O. A., & Herle, F. A. (2022). Boosting Electronic Word-of-Mouth through Social Media Brand Page Engagement: The Mediating Role of Self-Brand Connection. Behavioral Sciences, 12(11).

Peck, J., & Shu, S. B. (2018). Erratum To: Psychological Ownership and Consumer Behavior. Psychological Ownership and Consumer Behavior.

Pick, M. (2021). Psychological Ownership In Social Media Influencer Marketing. European Business Review, 33(1).

Portal, S., Abratt, R., & Bendixen, M. (2019). The Role of Brand Authenticity In Developing Brand Trust. Journal of Strategic Marketing, 27(8).

Sammis, K., Lincoln, C., Pomponi, & Stefania. (2006). Influencer Marketing for Dummies. John Wiley & Sons.

Sari, A. P., & Triyaningsih, S. L. (2015). Pengaruh Perceived Value terhadap Behavioral Intentions melalui Kepuasan Konsumen sebagai Variabel Mediasi di Restoran Mr. Pancake Solo Paragon Life Style Mall. Jurnal Ekonomi Dan Kewirausahaan, 15(3).

Schimmelpfennig, C. (2018). Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing, 30(4).

Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis Pendekatan Pengembangan Keahlian. Salemba Empat.

Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and When Actual-Ideal Self-Discrepancy Leads to Counterfeit Luxury Purchase Intention: A Moderated Mediation Model. International Journal of Consumer Studies, 46(3).

Singh, R. P., & Banerjee, N. (2018). Exploring The Influence of Celebrity Credibility on Brand Attitude, Advertisement, Attitude, and Purchase Intention. Global Business Review, 19(6).

Siswoyo, H. (2017). Metode SEM untuk Penelitian Manajemen dengan AMOS, LISREL, PLS. Intermedia Personalia Utama.

Sokolova, K., & Kefi, H. (2020). Instagram And YouTube Bloggers Promote It. Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53.

Song, S., & Kim, H. Y. (2020). Celebrity Endorsements for Luxury Brands: Followers vs Non-Followers on Social Media. International Journal of Advertising, 39(6).

Tian, S., Tao, W., Hong, C., & Tsai, W. H. S. (2022). Meaning Transfer In Celebrity Endorsement and Co-Branding: Meaning Valence, Association Type, and Brand Awareness. International Journal of Advertising, 41(6).

Udo, M. I., & Nwulu, C. S. (2015). A Theoretical Reflection of Celebrity Endorsement In Nigeria. International Journal of Business and Economic Development, 3(2).

Veerasatien, N., & Intravisit, A. (2022). Influences of Celebrity Endorsement on Thai Male Consumers’ Attitudes and Purchase Intention of Male Cosmetics: The Case of Lee Dong Wook in Boy de Chanel. In Virtual International Conference on Entrepreneurship & Sustainability in Digital Era under the Theme of Organizational & Business Management Challenges in Dynamic Digital Dimension., 249–265.

Visentin, M., Pizzi, G., & Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on Consumers' Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing, 45.

Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer Engagement With Self-Expressive Brands: Brand Love and WOM Outcomes. Journal of Product and Brand Management, 23(1).

Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers’ Attitude of Endorser Credibility, Brand, and Intention for Celebrity Endorsement of The Airline Sector. Journal of Air Transport Management, 60.

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility Via Celebrity Endorsement Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1).

Widyasari, K. A., & Suparna, G. (2022). The Role of Brand Image In Mediating The Effect of Celebrity Endorsers on Repurchase Intention. European Journal of Business and Management Research, 7(3).

Xu, W., Jung, H., & Han, J. (2022). The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists. Sustainability (Switzerland), 14(20).

Yu, C. Z., Chan, T. J., & Zolkepli, I. A. (2023). Bridging Social Media Content and Repurchasing Behavior: The Mediation Role of Interactivity and E-WOM. International Journal of Data and Network Science, 7(1).




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.