The impact of celebrity endorsement toward household remedies brand equity in Thailand.

Abstract

Celebrity endorsement is a popular persuasive strategy that used in advertising including household remedies in the pharmaceutical business. Previous researchers found that celebrity endorsement affects with brand equity in several markets i.e. sports drink business, skin care business both direct and indirect pathway which use self-brand connection as a mediator. Few study in pharmaceutical business. So, in this research will study the impact of celebrity endorsement on household remedies brand equity in Thailand both direct and indirect pathway which use self-brand connection as mediators. Including find suitable endorser’s characteristic of household remedies. The hypothesis was tested through regression method and mediator analysis in 121 respondents by quantitative method thru online questionnaire survey. The results revealed that celebrity endorsement has a direct effect on household remedies brand equity in Thailand. While no indirect effect through self-brand connection. Attractiveness endorsers will help to build and increase household remedies brand awareness. And trustworthiness and expertise endorsers will help to build perceived quality of household remedies.