The Influence of Endorser Credibility on Consumer’s Attitude toward Advertising Campaign and Purchase Intention

Abstract

In Indonesia, a product campaign was launched for Lux soap brand using one famous married-couple – Bunga and Ashraf as endorsers for the product. The image of Lux brand had been affected by a scandal of previous endorsers. The new-product campaign was the company’s attempt to reestablish the brand through a product advertising campaign themed ‘Vibration of Love’ to help spur product sales. This is why it is important to investigate the importance of endorser credibility role on the launched product advertising campaign. In this model, endorser credibility is argued to have influence over consumer’s attitude toward the advertising campaign and also on their purchase intention of the reestablished product brand. In this model, four attributes, namely, expertise, trustworthiness, likeabilityand attractiveness are proposed to represent different types of endorser credibility while consumer’s attitude towards the advertising campaign is conceptualized as the attitude (positive/negative) displayed as a result of (series of) exposure to a specific advertisement(s) during a period of a campaign (ad stimuli). As for purchase intention, it is a behavioral outcome which can surface due to factors like advertising effectiveness. In this paper, how the variables relate to one another will be discussed.