THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X

Lod, Sulivyo and Tessa, Handra (2020) THE EFFECT OF TRUST-WORTHINESS, EXPERTNESS, SIMILARITY, AND ATTRACTIVENESS ON BRAND ATTITUDE AND ATTITUDE TOWARDS ADVERTISEMENTS AS MEDIATION VARIABLES IN BRAND X. RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences, 10. pp. 52-59. ISSN 2226-1184

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Abstract

This study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this study are expertness, trustworthiness, similarity, and attractiveness. Endogenous variables in this study are attitude to advertisement, and brand attitude. The results of the study concluded that only hypothesis 2 was not significant. There was no effect of trustworthiness on attitude to advertisement. Furthermore, Brand X should choose attractive celebrity endorsers in order to increase attitude towards advertisements, affecting brand attitude. Attractive celebrity endorsers are able to increase brand attention when it comes to physical appearance. In addition, further research can add other variables to determine the effect on brand attitude. Increasing the sample size is also highly recommended.

Item Type: Article
Uncontrolled Keywords: Expertness, trustworthiness, similarity, attractiveness, advertisement, brand attitude
Subjects: 000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 004 Computer Science, Data Processing, Hardware > 004.6 Internet, Cloud Computing, Website, LAN, Email
300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing)
600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions: Fakultas Bisnis > Program Studi Manajemen
Depositing User: mr admin umn
Date Deposited: 12 Dec 2021 14:12
Last Modified: 21 Apr 2022 02:47
URI: http://kc.umn.ac.id/id/eprint/19508

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