Pengaruh Kredibilitas Perusahaan dan Kredibilitas Endorser terhadap Citra Merek dan Sikap Merek (Studi Kasus dalam Iklan New Honda Blade)
Year: 2013
Type: book
Abstract: ii \ni \nABSTRACT \nThe aim of thi \ns research is to know \ninfluence \nof corporate credibility and \nendorser credibility on brand image and brand attitude in New Honda Blade \ntelevision advertisement. The two type of source credibility used in this research \nsuggested can influence consumer react \nion on brand images and shape their \nbrand attitudes. \nFirst is \ncorporate credibility which is the overall reputation of \ncompany’s honest and expertise. Second is endorser credibility, it is another type \nof source credibility that form by expertise, trustwor \nthiness, and likeability. \nThe data in this research were analyzed using Structural Equation \nModelling (SEM) methode with amos 18 program. The result of research shows \nthat both of source credibility has significant effect \non \nbrand image. Corporate \ncredibil \nity has critical ratio 2,808 (> 2,56), and probability shows 0,005 (< 0,01). \nEndroser credibility has critical ratio 2,992 (> 2,56), and probability shows 0,003 \n(<0,01). Unfornetely, \nt \nwo type of source credibility used in this research, found \nthat just cor \nporate credibility can influence consumer attitude \ntowards \nthe brand \nwith critical value 2,676 (> 2,56), and probability shows 0,007 (< 0,01). \nEndorser credibility is not enough to influence brand attitude with critical ratio \n0,671 (>0.01), probability sho \nws 0,502 (> 0,01). The other side, \nshape brand \nimage on product can influence on brand attitude with critical \nratio \n2,614 (> \n2,56), \nand \nprobability shows 0,009 (< 0,01). \nKeywords \n: Corporate Credibility, Endorser Credibility, Brand Image, Brand \nAttitude, \nStructural Equation Modelling (SEM
Author: Aprillian Hapsanto
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W28516768