The effect of celebrity endorsers on advertising attitude and brand image: an experimental study
Keywords:
celebrity endorser, advertising attitude, brand image, experimental designAbstract
Advertising plays an important role in introducing and reinforcing a brand's image, and marketers increasingly rely on celebrity endorsers to strengthen the persuasive impact of their advertisements. This study examines the effect of celebrity endorsers on advertising attitude and brand image using an experimental research design, a method suited to testing the effect of a deliberate treatment or manipulation of an independent variable on other variables under controlled conditions. Participants were 55 students from the Faculty of Economics at a public university in Indonesia, who were exposed to an advertisement featuring a celebrity endorser previously unfamiliar to them, in order to minimize bias from pre-existing recognition. Data were analyzed using regression analysis with partial (t-test) significance testing at the 0.05 level. The results show that celebrity endorsers have a positive and significant effect on advertising attitude (β = 0.353, p = 0.000, R² = 0.306) and a positive and significant effect on brand image (β = 0.389, p = 0.001, R² = 0.197). These findings indicate that the credibility, attractiveness, and communicative skill of a celebrity endorser meaningfully shape how consumers evaluate both the advertisement and the brand it promotes, offering practical implications for endorser selection in advertising strategy.
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