臺灣博碩士論文加值系統

現在，很多人在不同的背景當明星。明星很容易被大家認知。他們常被公司行銷他們的產品，這個東西叫名人代言人。很多行銷者這個方式可以是個很好的方式來減少廣告費用因為比較有效率。也是因為現在的媒體可以增加名人代言人的認識。特別是

現在，來自不同背景很多人成為明星代言人。由於名人受到公眾的特別認可，他們經常被公司利用資本化來宣傳他們的產品或服務。使用它在營銷領域，它被稱為名人代言人，有效的營銷工具之一，使用名人來支持品牌形象。很多營銷人員認為，名人代言人可能是一個解決方案，以取代超過十億美元的廣告開支。此外，這些天，很多媒體和名人都非常支持這種營銷策略。在印度尼西亞，具體來說，名人代言被認為是名人的有效的業務。從著名的名人到社交媒體的影響者，他們利用他們的流行度和社會力量在社交媒體上幫助公司推廣他們的產品。甚至，在印度尼西亞，幾乎68.4％的受訪者實際購買了一個產品，因為名人代言。大多數的消費者容易被流行名人使用的品牌和產品吸引，特別是在生活方式的產品（例如臉部和身體產品）。例如：印度尼西亞總統在他的會議上使用了Zara的夾克品牌。在接下來的日子裡，這些產品在印度尼西亞的ZARA商店售出。它表明知名的人或名人支持品牌形象的力量。名人代言提供巨大的有益回報，如果名人和品牌可以合作正確。因此，重要的是，公司要了解使用名人代言可以創造有效的營銷活動。因此，本研究希望研究名人代言對印尼本地品牌支持的可信性因素的影響。

Nowadays, many successful individuals from diverse background are often elevated into a celebrity status. Since a celebrity has special recognition from the public, they are frequently capitalized by the firms to advertise their products or services. In the marketing field area, it is known as Celebrity Endorsement, one of an effective marketing tools which use celebrity to support brand imagery. A lot of marketers believe that celebrity endorsement could be a solution to replace more than a billion dollars in ads expenditure. Moreover, these days many media and the celebrities are very supportive on this marketing strategy. In Indonesia, specifically, celebrity endorsement has been seen as a promising business for celebrities. From the well-known celebrities to social media influencers, they are utilizing their popularity and their social power on the social media to help firms to endorse their product. Even more, almost 68.4% respondents in Indonesia actually purchased a product because of celebrity endorsement. Most of the consumer can be attracted to the brands and products which were used by popular celebrities, especially on lifestyle product (e.g. face and body product). For instance: President of Indonesia used a jacket brand from Zara in his meeting. In the following days, those products were sold out all over Zara’s store in Indonesia. It shows that how powerful a well-known people or celebrity in supporting brand imagery. Celebrity endorsement offers huge beneficial return if the celebrity and the brands can collaborate correctly. Thus, it is important for the firms to keep in mind to create successful marketing campaign using celebrity endorsement. Therefore, this study would like to examine the effect of source of credibility as a factor of celebrity endorsement on Indonesian local brands.

ABSTRACT iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENT v
LIST OF TABLES vi
LIST OF FIGURES vi
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 3
2.1. Celebrity Endorsement 3
2.2. Celebrity Credibility 6
2.3. Brand Credibility 8
2.4. Customer-based Brand Equity 9
2.4.1. Brand Awareness 10
2.4.2. Brand Loyalty 10
2.4.3. Perceived Quality 11
2.5. Consumer Lifestyle Segmentation 12
CHAPTER 3 RESEARCH FRAMEWORK & METHODOLOGY 15
3.1. Overview and Framework Design 15
3.2. Methodology 16
3.2.1. Preliminary Step: Focus Group Discussion 16
3.2.2. Pre-test 17
3.2.3. Stimuli and Procedure 17
CHAPTER 4 RESULTS AND DISCUSSIONS 21
4.1. Demographic Results 21
4.2. Reliability Analysis 24
4.3. Results & Analysis 24
CHAPTER 5 CONCLUSIONS & RECOMMENDATION 33
5.1. Conclusions and Managerial Implications 33
5.2. Limitation and Future Research Recommendation 35
APPENDIX 37
BIBLIOGRAPHY 39

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