The Effect of Using Twice's Girlband K-pop as The Brand Ambassador on Increasing The Value of The Scarlett Whitening Brand
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Abstract
Brand name plays a significant role in the sustainability of the business. Scarlett Whitening uses Korean public figures, namely K-Pop Twice, as the communicator to sth strengthen its image. This study aims to see whether there is an effect of using a Korean brand ambassador on increasing the brand value of Scarlett Whitening. There are four dimensions of brand ambassador used as independent variables of brand value. The data from 105 respondents that were chosen judgmentally was analyzed using multiple linear regression. The study found that visibility and credibility indicators had a positive but not significant effect on brand value, while attraction and power indicators had a positive and significant effect on brand value. So the conclusion is that the hypothesis in this study is accepted because brand ambassadors are proven to have a positive influence on brand value.
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Bilson Simamora, Management Department, Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta, Indonesia 14350
Bilson Simamora, Management Department, Kwik Kian Gie School Business and Information Technology, Jakarta, Indonesia.
Simamora, Bilson, is a Professor of management science, Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta. He earned a master's degree in 1994 in Marketing from Prasetiya Mulya University. He also got a doctoral degree in marketing from the University of Indonesia. His research interests are in consumer behavior and brand management. He has his works published in International Review of Management and Marketing, Journal of Educational, Health, and Community Psychology, ASEAN Marketing Journal, Humaniora, Marketing Science Letters, International Journal of Evaluation and Research in Education, Gadjah Mada International Journal of Business, including dozen books published by notable publishers, and hundreds of marketing and research materials posted in www.bilsonsimamora.com.
Author’s contact detail: Kwik Kian Gie School of Business, Jl. Yos Sudarso Kavling 87 Sunter Podomoro, Jakarta, Indonesia, Phone: +62165307062, Fax.: +62165306967, Email: bilson.simamora@kwikkiangie.ac.id.
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