TY  - JOUR
T1  - Celebrity Endorsement, Brand Credibility and Brand Equity of Smartphone in Jakarta
AU - Susanto, Maureen AU - Setiowati, Rini 
JO  - International Business Management
VL  - 9
IS  - 3
SP  - 221
EP  - 231
PY  - 2015
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2015.221.231
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2015.221.231
KW  - elebrity endorser credibility
KW  -brand credibility
KW  -onsumer-based brand equity
KW  -parent brand
KW  -sub-brand
AB  - To analyze the significant difference between endorser credibility 
  (high vs. low endorser credibility) and brand credibility (high vs. low brand 
  credibility) towards consumer-based brand equity of parent and sub-brands. A 
  field experiment was conducted in Jakarta to 240 respondents. The data was collected 
  using 2x2x2 between subject factorial designs. One-way ANOVA and Tukey’s 
  Post Hoc test were employed to analyze the significant different between research 
  variables. For parent brands: celebrity endorser credibility does not increase 
  brand awareness, brand association but it increases perceived quality of brand 
  with high credibility. Meanwhile, celebrity endorser credibility increases awareness 
  but it does not increase brand association and perceived quality of brand with 
  low credibility. For sub-brands: celebrity endorser credibility of sub-brand 
  of highly credible brand only increases brand awareness of the sub-brand but 
  it does not increase brand awareness, brand association and perceived quality 
  of both sub-brands with high and low credibility. The role of celebrity endorser 
  has important role in increasing awareness of brands with low credibility, so 
  that celebrity endorser can be considered as effective marketing tools for new 
  brand in the market. Moreover, celebrity endorser increases perceived quality 
  of the more established brands.
ER  -