Citation:

Annisya Lintang Sari, Fatchur Rohman, Siti Aisjah. "The Effect of Korean Celebrity Brand Ambassador on Brand Loyalty Mediated by Brand Image and Brand Awareness: A Study on MS Glow Customers in Malang City" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 159-166, 2024.

Abstract:

This study investigates the effect of Korean Celebrity Brand Ambassador towards Brand Loyalty, with Brand Image and Brand Awareness serving as a mediating variable among customers of MS Glow. This study adopts an explanatory research design with a quantitative approach, utilizing offline surveys distributed to 130 respondents for data collection. The data is analyzed using the Partial Least Squares (SEM-PLS) method. The results of this research show that brand ambassadors do not have a significant effect on brand loyalty. At the same time, brand image and brand awareness are able to mediate the influence between brand ambassadors on brand loyalty. This makes brand image and brand awareness become indirect-only mediation. This empirical study provides useful implications for academics by providing an important contribution to brand administration research by systematically investigating the impact of brand ambassadors on loyalty to the brand as mediated through the image of the brand and brand awareness.

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Keywords:

Brand Ambassador, Brand Image, Brand Awareness, Brand Loyalty.