THE IMPACT OF COUNTRY IMAGE AND CELEBRITY ENDORSER STRATEGY ON PURCHASE INTENTION
The global market competition is getting intense, as well as the automotive industry in Indonesia, that has been predicted will grow positively in 2019. Today, Chinese car manufacturers flock to market their products in Indonesia. Previously, consumer’s perception about Chinese automotive products were considered as low quality inexpensive products, but now the trend is shifting. Country image become one of the important things for consumer to evaluate the quality of products. In the middle of 2018 DFSK (DongFengSokon), one of Chinese car manufacturer launched their SUV product, DFSK Glory 580. In conjunction with the launch of their new product, DFSK also took Agnez Monica as the celebrity endorser to promote their products. The purpose of this study is to investigate the impact of country image (cognitive and affective) toward product image and purchase intention. And also investigate the success driver of marketing strategy by using celebrity endorser on purchase intention of DFSK Glory 580. There are 211 respondents lived in Jakarta and surround areas that participated in this survey. The data processed with Structural Equation Modeling through AMOS 22 software. The study shows both two components of country image; cognitive and affective has significant impact to product image, and also product image to purchase intention. And there are three out of four endorser’s success driver that has significant impact to purchase intention of DFSK Glory 580, they are; attitude toward brand, familiarity of the brand, and brand fit of the endorser and the brand.Keywords: Country image, cognitive country image, affective country image, celebrity endorser, purchase intention
Baloglu, S., & Brinberg, D. (1997). Affective Images of Tourism Destinations. Journal of Travel Research, 35, 11-15.
Erfgen, C., Sattler, H., & Villeda, I. V. (2016). Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions. Schmalenbach Bus Rev, 49-67.
Folkes, V. S. (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research, 548-565.
Goutam, D. (2013). Influence of brand ambassadors on buying behavior of soft drinks: with reference to Belgaum City. International Journal of Research in Business Management Vol.1 Iss.4.
Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of bi-national products' quality: An empirical mode based on the concept of fit. The Journal of Consumer Marketing, 23, 145-155.
Hoffman, M. L. (1986). Affect, Cognition and Motivation. Handbook of motivation and cognition: foundation of social behaviour. New York: Guildford Press.
Holden, S. J., & Vanhuele, M. (1999). Know the name, forget the exposure: Brand familiarity versus memory of exposure context. Journal of Psychology & Marketing Vol.16 Issue.6, 479-496.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places. Journal of Business Research, 59, 638-642.
Hui, M. K., & Zhou, L. (2003). Country of manufacture effects for known brands. European Journal of Marketing, 37 (1/2), 133-153.
Kent, R. J., & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing Vol.58 No.3, 97-105.
Lafferty, B. A., Hult, T., & Goldsmith, R. E. (2004). The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances. Psychology and Marketing, 509-531.
Langmeyer, L., & Walker, M. (1991). A First Step to Identify the Meaning in Celebrity Endorsers. Advances in Consumer Research Vol.18, 364-371.
Lin, C. H., Morals, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed and theme-park destinations. Journal of Travel Research, 46, 183-194.
Malhotra, K. N. (2010). Marketing Research 6th Edition. USA: Prentince Hall, Inc.
Martin, I. M., & Eroglu, S. (1993). Measuring a Multi-Dimensional Construct: Country Image. Journal of Business Research, 28, 192-210.
Nagashima, A. (1970). Comparison of Japanese and U.S Attitudes Towards Foreign Products. Journal of Marketing, 68-74.
Ogunsiji, A. S. (2012). The Impact of Celebrity Endorsement on Strategic Brand Management. International Journal of Business and Social Science Vol.3 No.6, 141-145.
Parameswaran, R., & Pisharodi, M. R. (1994). Facets of Country of Origin Image: An Empirical Assessment. Journal of Advertising, 13, 43-56.
Parameswaran, R., & Pisharodi, R. (2013). Facets of Country of Origin Image: An Empirical Assessment. Journal of Advertising Vol.23 No.1, 43-56.
Peterson, R. A., & Jolibert, J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26, 883-900.
Roth, M. S., & Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country of Origin Effects. Journal of International Business Studies, 477-497.
Samiee, S. (2010). Advancing the country image construct- A commentary essay. Journal of Business Research, 63, 442-445.
Schwarz, N., & Clore, G. (1983). Mood, misattribution, and judgements of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 513-523.
Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42, 285-306.
Simonin, B. L., & Ruth, J. A. (1998). Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. Journal of Marketing Research, 30-42.
Till, B. D., & Shimp, T. A. (1998). Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising Vol.27, 67-82.
Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction. Psychology Marketing Vol.25, 179-196.
Wang, C. L., Dongjin, L., Barnes, B. R., & Ahn, J. (2012). Country Image, Product Image, and Consumer Purchase Intention: Evidence from an Emerging Economy. International Business Review 21, 1041-1051.
- There are currently no refbacks.