Short answer
For brands targeting the Indonesian market, particularly in fashion, investing heavily in celebrity endorsements and solely relying on brand image may not yield the expected returns in purchase intention. Designers and marketers should explore alternative strategies that resonate more deeply with local consumer values and needs.
- Field
- Innovation & Markets
- Source
- Journal of Business Management and Social Studies (2022)
- Method
- Quantitative Survey Research
- Evidence
- Mixed findings
Despite common marketing assumptions, this research indicates that celebrity endorsements and brand image do not directly drive purchase intention for a specific Indonesian fashion brand. This innovation & markets research insight is drawn from a 2022 study published in Journal of Business Management and Social Studies. Using Quantitative survey research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: For brands targeting the Indonesian market, particularly in fashion, investing heavily in celebrity endorsements and solely relying on brand image may not yield the expected returns in purchase intention. Designers and marketers should explore alternative strategies that resonate more deeply with local consumer values and needs.
Celebrity Endorsements and Brand Image Show No Significant Impact on Indonesian Purchase Intent for Local Fashion Brands
Despite common marketing assumptions, this research indicates that celebrity endorsements and brand image do not directly drive purchase intention for a specific Indonesian fashion brand.
Journal of Business Management and Social Studies · 2022
Key Findings
- 01Brand image did not have a significant positive impact on consumer purchase decision for ERIGO.
- 02Celebrity influence did not have a significant positive impact on consumer purchase decision for ERIGO.
Application
Design takeaway
For brands targeting the Indonesian market, particularly in fashion, investing heavily in celebrity endorsements and solely relying on brand image may not yield the expected returns in purchase intention. Designers and marketers should explore alternative strategies that resonate more deeply with local consumer values and needs.
How to apply
Before launching a campaign heavily reliant on celebrity endorsements or brand image building, conduct market-specific research to validate their potential impact on purchase intention.
Project actions
- 01When choosing a research topic, consider if the common assumptions in design and marketing hold true in different cultural or market contexts.
- 02If you are testing the effectiveness of a design element or marketing strategy, be prepared for results that may contradict popular belief.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes pre-validated survey items, enhancing reliability.
- +Addresses a gap in research within the Indonesian context.
Limitations
The study's findings are specific to the ERIGO brand and the Indonesian market. The sample size and demographic representation could also be limitations.
Reliability & validity
The use of pre-validated survey items likely contributes to the reliability of the measures. The validity would depend on how well the survey items accurately capture the constructs of brand image, celebrity influence, and purchase intention in the Indonesian context.
Think critically
Given that celebrity endorsements and brand image did not significantly impact purchase intention in this study, what other factors might be more influential for Indonesian consumers when purchasing local fashion brands, and how could a designer research these factors?
Design Principles
"The efficacy of marketing strategies is context-specific and requires empirical validation within target markets."
This finding challenges conventional wisdom in marketing and branding, suggesting that the effectiveness of celebrity endorsements and brand perception may be context-dependent. Designers and marketers should critically evaluate the ROI of such strategies, especially in emerging markets, and explore alternative drivers of consumer behavior.
What This Means for Your Design
Even though we often see celebrities promoting products, this study found that for a specific Indonesian clothing brand, people didn't buy more just because of the celebrity or how they thought of the brand. It suggests that what works in one place or for one product might not work for another.
How to use in your project
- 1.This study can serve as a counter-example when discussing the effectiveness of common marketing strategies in your own design project's context. You could use it to justify why you chose a different approach or to analyze why a particular strategy might not work for your specific user group.
Add to My Project
Quick Cite
Paragraph starter
Research by Kanaya Audy Phwa and Maria Ervania Eka Putri (2022) explored the impact of brand image and celebrity endorsements on consumer purchase intention for the Indonesian fashion brand ERIGO. Their findings indicated that neither brand image nor celebrity influence had a significant positive effect on purchase decisions within the surveyed Indonesian respondents, suggesting that common marketing assumptions may not universally apply and that context-specific validation is crucial.
Source
Journal of Business Management and Social Studies
The Effect of Brand Image and Celebrity Influencers towards Consumer Purchase Intention of ERIGO Store
journal · 2022
View sourceQuestions About This Research
- What does the research say about celebrity endorsements and brand image show no significant impact on indonesian purchase intent for local fashion brands?
- For brands targeting the Indonesian market, particularly in fashion, investing heavily in celebrity endorsements and solely relying on brand image may not yield the expected returns in purchase intention. Designers and marketers should explore alternative strategies that resonate more deeply with local consumer values and needs. Evidence: Journal of Business Management and Social Studies (2022).
- Why does "Celebrity Endorsements and Brand Image Show No Significant Impact on Indonesian Purchase Intent for Local Fashion Brands" matter for design?
- This finding challenges conventional wisdom in marketing and branding, suggesting that the effectiveness of celebrity endorsements and brand perception may be context-dependent. Designers and marketers should critically evaluate the ROI of such strategies, especially in emerging markets, and explore alternative drivers of consumer behavior.
- How can designers apply this research?
- For brands targeting the Indonesian market, particularly in fashion, investing heavily in celebrity endorsements and solely relying on brand image may not yield the expected returns in purchase intention. Designers and marketers should explore alternative strategies that resonate more deeply with local consumer values and needs.
- What were the main findings?
- Brand image did not have a significant positive impact on consumer purchase decision for ERIGO.. Celebrity influence did not have a significant positive impact on consumer purchase decision for ERIGO.
- What research method was used?
- Quantitative Survey Research.
- How strong is the evidence?
- Evidence strength is rated Mixed findings, based on a 2022 journal from Journal of Business Management and Social Studies.
- What should I do differently in my next project?
- Before launching a campaign heavily reliant on celebrity endorsements or brand image building, conduct market-specific research to validate their potential impact on purchase intention.
- What are the limitations?
- The study focused on a single brand (ERIGO) and a specific geographical context (Indonesia), limiting generalizability. The findings might differ for other product categories or brands.