The Relationship between Celebrity Endorsement, Brand Experience, Brand Love, and Brand Emotional Value of Nature Republic Cosmetics
This research aims to determine the significant effect of celebrity endorsement, brand experience, and brand love on the brand emotional value of Nature Republic cosmetics. It was conducted in Mataram, Indonesia. One hundred sixty people were selected as the research samples through purposive sampling technique. Meanwhile, the data gathered were analysed through Structural Equation Model – Partial Least Square (SEM-PLS) with SmartPLS version 3.0 application. The results show that: brand love provides full mediation of celebrity endorsement and brand experience on the brand emotional value of Nature Republic cosmetics. While celebrity endorsement and brand experience do not have a significant effect on brand emotional value directly, it is suggested that, for the future research purpose, other researchers may further examine the concepts of both brand love and brand emotional value of which, to the best of the authors’ knowledge, is still a new concept.
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