IDEAS home Printed from https://ideas.repec.org/a/epw/ejbmr0/v7y2022i3id51441.html

The Role of Brand Image in Mediating the Effect of Celebrity Endorsers on Repurchase Intention

Author

Listed:
  • Kadek Ari Widyasari

    (Udayana University, Indonesia)

  • Gede Suparna

    (Udayana University, Indonesia)

Abstract

The Covid-19 pandemic situation have caused changes in individual behavior patterns, including women in self-care. This situation makes women choose to do self-care independently at home for the problems they face, such as hair problems. Ellips hair vitamins offers hair-care products and are included in the ranks of top brands in Indonesia. The haircare business competition increasingly competitive, so repurchase intention must be considered by companies. This study aims to analyze the role of brand image in mediating the effect of celebrity endorsers on repurchase intention. This research was conducted in Denpasar, Bali, Indonesia with 100 respondents. Data was collected using questionnaire measured by Likert scale, data was analyzed using PLS-based SEM. The results found that celebrity endorser has a positive and significant effect on brand image and repurchase intention, brand image has a positive-significant effect on repurchase intention, and brand image mediates the relationship between celebrity endorser and repurchase intention.

Suggested Citation

  • Kadek Ari Widyasari & Gede Suparna, 2022. "The Role of Brand Image in Mediating the Effect of Celebrity Endorsers on Repurchase Intention," European Journal of Business and Management Research, European Open Science, vol. 7(3), pages 179-183, May.
    • Handle: RePEc:epw:ejbmr0:v:7:y:2022:i:3:id:51441
    DOI: 10.24018/ejbmr.2022.7.3.1441
    as

    Download full text from publisher

    File URL: https://eu-opensci.org/index.php/ejbmr/article/view/51441
    File Function: Abstract page
    Download Restriction: no
    File URL: https://eu-opensci.org/index.php/ejbmr/article/download/51441/7441
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.24018/ejbmr.2022.7.3.1441?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:ejbmr0:v:7:y:2022:i:3:id:51441. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support Team (email available below). General contact details of provider: https://eu-opensci.org/index.php/ejbmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.