The Influence of Male Artists as Cosmetic Product Presenters on Brand Equity, Brand Credibility and Relationship Continuity Expectation of the Brand among Consumers in Bangkok Metropolitan Region
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Abstract
The purpose of this research was to study the influence of male artists as cosmetic product presenters on Brand equity, brand credibility and Relationship continuity expectation of the brand among consumers in Bangkok Metropolitan Region. with brand credibility as an intermediate variable. This research is quantitative research. A survey was conducted using questionnaires from people who had previously purchased a cosmetic product presented by a male artist. Total 300 people. Descriptive statistics were used: percentage, mean, standard deviation. and inferential statistics which were analyzed by Simple Linear Regression, analysis of intermediate variable via Regression and mediation test via Process Macro.
The results showed that the credibility of male artists had a positive influence on brand value. and the credibility of male artists (Celebrity Credibility) had a positive influence on Relationship continuity expectation of a brand. And the total influence value decreased from 0.813 to 0.587 with a statistical significance at the 0.001 level indicating that brand credibility is an intermediate variable that influences partial mediation between credibility of male artists and Brand equity. And the total influence value decreased from 0.755 to 0.460 with a statistical significance at the 0.001 level indicating that brand credibility is an intermediate variable that influences partial mediation between credibility of male artists (Celebrity Credibility) and Relationship continuity expectation.
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