Savira, Antia and Anantadjaya, Samuel PD (2015) The Impact of Celebrity Endorsement Towards Brand Knowledge and Business Performance in E-commerce. Bachelor thesis, Swiss German University.

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Abstract

Celebrity endorsement has been widely used by many different types of retail companies to promote a brand or product. The goal for this endorsement could vary, from expanding brand recognition and brand association to increasing business performance. Despite this fact, there is little research regarding the use of celebrity endorsements in E-commerce companies. The emergence of E-commerce companies is the effect of the rise in the use of technology and the Internet. This research seeks to analyze the influence of celebrity endorsement towards brand knowledge and business performance in the E-commerce industry. This research uses quantitative research through questionnaire distribution and qualitative research through interviews with experts from the E-commerce industry. Data analysis and testing is conducted through the use of the software SPSS and AMOS. The results show that celebrity endorsement has a positive but weak influence and little significance towards brand knowledge. Celebrity endorsement, has a positive but weak influence and moderate significance towards business performance. The weak significance between both celebrity endorsement towards brand knowledge and business performance could provide a base for future research on other factors that may have a stronger significance towards brand knowledge and business performance in E-commerce.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Celebrity Endorsement; Brand Knowledge; E-commerce; Business Performance
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5813 Endorsements in advertising H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	04 Dec 2020 14:29
Last Modified:	04 Dec 2020 14:29
URI:	http://repository.sgu.ac.id/id/eprint/1554

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