Abstract
The purpose of the study is to identify the effect of using celebrity endorsers in advertising and sponsoring MotoGP live broadcast by the Yamaha motorcycle brand in Indonesia on the company's overall brand image and the consumer's intention to purchase. After conducting linear regression and path analysis to test the mediation effect, it is found that a celebrity endorser and sponsorship positively influence Yamaha Indonesia's brand image and the consumer's intention to purchase, mediated by the brand image. It is also found that activity involvement become moderating variable the relationship between sponsorship and the brand image, whereas sponsorship exposure to the consumer does not.
| Original language | English |
|---|---|
| Title of host publication | Contemporary Issues in Finance, Accounting, and Consumers' Behavior |
| Subtitle of host publication | Lessons from Indonesia |
| Publisher | Nova Science Publishers, Inc. |
| Pages | 269-288 |
| Number of pages | 20 |
| ISBN (Electronic) | 9781536175707 |
| ISBN (Print) | 9781536168815 |
| Publication status | Published - 15 Apr 2020 |
Keywords
- Brand image
- Celebrity endorser
- Live broadcast sponsorship
- Sponsorship exposure