EFFECT OF ENDORSER AND BRAND NAME ON ATTITUDE TO ADVERTISING, ATTITUDE TO BRAND AND PURCHASE INTENTION ON HIGH AND LOW INVOLVEMENT PRODUCTS.

Amount: THE EFFECT OF ENDORSER TYPE AND BRAND NAME ON ATTITUDE TO ADVERTISING, ATTITUDE TO BRAND AND PURCHASE INTENTION ON HIGH AND LOW INVOLVEMENT PRODUCTS.

Authors: Muchammad Saifuddin

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

The global marketing strategy must be carried out by the company to penetrate the global market. The combination of endorser credibility and brand credibility greatly affects consumer behavior, it cannot be separated, the model is known as the Dual Credibility Model (DCM). Apart from that, involvement can distinguish the influence of endorsers and brand names on consumer attitudes. In this study, the advertisements used consisted of endorsers, both foreign and domestic and brand names, both foreign and domestic. This study aims to determine how much influence the type of endorser and brand name have on consumer behavior towards tablet pc and toothpaste products. By analyzing the criteria to be evaluated from the type of endorser, namely foreign endorser and domestic endorser, as well as through Brand Name, namely foreign brand name and domestic brand name. This study uses the Manova approach, to measure the effect of endorser types on attitudes and purchase intentions, the influence of brand name on attitudes and purchase intentions, the influence of involvement in moderating endorsers and brand names on attitudes and purchase intentions. From the results of data processing and analysis, it can be concluded that advertising using foreign endorsers and foreign brand names is the best advice for marketers to use in advertising, both for high and low involvement goods.

Keywords: Foreign Endorser, Domestic Endorser, Foreign brand name, Domestic brand name, involvement, Manova, Attitude to Advertising, Attitude to Brand and Purchase Intention.

sources: http://repository.unair.ac.id/37037/