Building brand image through celebrity endorsement in digital platform: A case study of Andien Aisyah as Cetaphil Indonesiaâ€™s brand ambassador
Building a strong image is one of a mandatory task that every brand should work with. Some company often used public figures or celebrities to represent their brand or product. The company believes that the popularity and image of this celebrity could improve the marketing activity of a brand to the public. Cetaphil is one of the new brands in Indonesia that use this strategy to promoting their brand in order to gain awareness and build a strong brand image of their products. Andien Aisyah, a singer, and public figure have been introduced as Cetaphil Indonesia's Brand Ambassador and has been actively promoting Cetaphil in her digital platform, as well as Cetaphil promoting Andien as their representative. The facts that digital platform is more likely to be accessible in everywhere and anytime made people consume more digital content on a daily basis through their technology devices. Cetaphil also using the digital platform to reach their audience and to build their brand image. The company usually post their profiles and other data concerning the activities of their organizations, including their recent marketing activity on how they promoting their brand image on the website, their social media, and publish some updated news in online media that could be accessed on the internet by anybody. This research focuses on Cetaphilâ€™s strategy of using Andien as their brand ambassador and how they maximize their digital platform to build their brand image. The aim of this research is to explore the strategy of using celebrity endorsement on the digital platform and how this strategy could build the brand image of Cetaphil Indonesia. This research uses the qualitative approach and use observation as its method of data collection.
Keywords: Celebrity endorsement; brand image; digital marketing; social media; marketing communication;
Aaker, D.A. (1991). Managing brand equity. New York: The Free Press
Ardianto, Elvinaro. (2011). Metodologi penelitian untuk public relations kuantitatif dan kualitatif. Bandung: Simbiosa Rekatama Media.
Chernatony, L. McDonald, M. (1998). Creating powerful brands. Oxford: Butterworth-Heinemann
Chia, S. C., Poo, Y. L. (2009). Media, celebrities and fans: an examination of adolescents media usage and involvement with celebrities. Journalism and Mass Communication Quarterly. 86. 23-44.
Foong, Lim Siew., Yazdanifard, Rashad. (2014). Celebrity endorsement as a marketing tool. Global Journal of Management and Business Research: E Marketing. 14(4). 37-40
Friedman, H., Friedman L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5). 63-71
Getcraft. (2017, April 26). Indonesiaâ€™s digital and content marketing report in 2017. Retrieved from http://bit.ly/GCReportIND17
International, Euromonitor. (2015, June 3). The future of skin care: game-changing trends and influencers. Retrieved from http://www.euromonitor.com/the-future-of-skin-care-game-changing-trends-and-influencers/report
Knapp, D.E. (2000). The Brand Mindset. New York: McGraw-Hill
Mukherjee, Debiprasad. (2009). Impact of celebrity endorsement on brand image. Social Science Research Network Electronic Paper. Retrieved from https://ssrn.com/abstract=1444814 or http://dx.doi.org/10.2139/ssrn.1444814
Nazir, M. (1988). Metode Penelitian. Jakarta: Ghalia
Sugiyono. (2005). Metode penelitian administrasi. Bandung: Alfabeta
Temporal, P. (2000). Branding in asia. Singapore: John Wiley & Sons
Thimothy, Solomon. (2016, October 31). Why brand image matters more than you think. Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/#53084e7010b8
Till, B.D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management, 7(5). 400-409
Till, B.D., Shimp, T.A. (1998). Endorsers in advertising: the case of negative information. Journal of Advertising, 27(1). 67-82
Wijaya, Bambang S. (2013). Dimensions of brand image: a conceptual review. European Journal of Business and Management, 5(31). 55-65
Wijaya, B. S. (2012). Etika periklanan. Jakarta: UB Press
Article MetricsAbstract view : 69 times
PDF - 120 times
- There are currently no refbacks.