Effects of Korean Celebrity Endorser Credibility on Brand Credibility, Consumer-Based Brand Equity, and Purchase Intention Among Skincare Brands

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Elisha Christianne B. Barcelon

Master of Science in Management

University of Asia and the Pacific 

Keywords: Celebrity endorsement, Korean celebrities, skincare brands

ABSTRACT

The prevalence of using celebrity endorsements as a marketing tool for companies and the increasing influences of the Hallyu wave on Filipinos, coupled with the rising trend on K-beauty and the skincare industry has allowed Korean celebrities to be endorsers of skincare brands. Since their effectiveness as endorsers has not been investigated, this led this study to determine the effects of Korean celebrity endorser credibility on brand credibility, consumer-based brand equity, and purchase intention among skincare brands. The selected population consisted of skincare consumers residing in Metro Manila, ages 15 and up using non-probability sampling techniques. The study was able to gather a sample (n = 413) through a survey questionnaire for its quantitative data. Descriptive statistics, one-way ANOVA tests, confirmatory factor analysis, and covariance-based structural equation modeling were used to analyze the quantitative data gathered for the study. Focus group discussions and interviews were also conducted to gather qualitative data to further substantiate the results of the survey. The findings of the study showed that endorser credibility has a direct effect on brand credibility and purchase intention but has an indirect effect on consumer-based brand equity through the mediation of brand credibility. Overall, it was seen that celebrity endorsers also play a role in influencing brand perception and evaluation as well as the purchase behavior of skincare consumers. The findings of the study provided recommendations for skincare companies or brands and future researchers.