Research On The Impact Of Male Celebrity Endorsements On Consumer Buying Behavior

Nowadays,the use of celebrity endorsement in product marketing and advertising is one of the main factors in the company’s promotion strategy.As one of the main tools in advertising,celebrities can encourage consumers to use specific products and enterprises’ loyalty because of their special and unique abilities or characteristics.In recent years,the male star endorsement to female cosmetics advertising becoming more common,as in Indonesia its still a new phenomena,I’d like to analye how the effect,however,there is few academic research on this issue,it is not yet popular in these study.Therefore,this paper will discuss this in depth analyze.Based on the background,this study takes male celebrity endorsement as the starting point,and explores the influence path of male celebrity endorsement on purchasing decision from the perspective of brand image relationship.Review of the relevant literature of male celebrity endorsement,brand image and purchase decision.Build a male star speak five dimensions(trustworthiness,expertise,attractiveness,respect and similarity),brand image in three dimensions(strengthness,uniqueness and favorable)and the concept of the relationship among consumer purchase decision model.Using path analysis,this study using data from Indonesia’s user that never use Nature Republic(自然乐园)cosmetics,the data include 205 women with sampling questionnaire,this paper discusses the male star endorsement influence on consumer purchase decision,and the intermediary role in brand image to this relationship.The results show that male celebrity endorsements have a direct impact on purchasing decisions.The influence of brand image on male celebrity endorsement and purchase decision is mediated.