THE EFFECTS OF BRAND ENDORSEMENT, POPULARITY, AND EVENT SPONSORSHIP ON CONSUMER PRE-PURCHASE ATTITUDES IN JAKARTA

Authors

  • Daniel Hendrasaputra Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
  • Andy Lunarjanto Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120

Keywords:

advertising, endorsement, popularity, sponsorship, quality, uniqueness, manufacturer esteem, corporate citizenship.

Abstract

It aims to investigate the individual and collective effects of Brand Endorsement, Popularity, and Event Sponsorship on consumer perceived quality, uniqueness, manufacturer esteem, and corporate citizenship. This research uses Frequency Analysis, Descriptive Analysis (Mean and Standard deviation), Independent Samples T-Test, ANOVA and MANOVA It suggest significant main effects for both popularity and sponsorship cues, with popularity affecting perceived quality, uniqueness, and manufacturer esteem, and sponsorship affecting manufacturer esteem and corporate citizenship Popularity is the most managerially useful, because it can give significant effects on perceived product quality, uniqueness, and manufacturer esteem. Sponsorship can give significant effects on corporate image, represented in manufacturer esteem and corporate citizenship.

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Published

2009-06-30

How to Cite

Hendrasaputra, D., & Lunarjanto, A. (2009). THE EFFECTS OF BRAND ENDORSEMENT, POPULARITY, AND EVENT SPONSORSHIP ON CONSUMER PRE-PURCHASE ATTITUDES IN JAKARTA. Journal of Business Strategy and Execution, 1(2), 194 - 215. Retrieved from https://journal.binus.ac.id/index.php/JBSE/article/view/181

Issue

Vol. 1 No. 2 (2009): Published on June 2009

Section

Articles
Abstract 261  .
PDF downloaded 384  .