August 11, 2025Return Study of Management Economic and BussinesOpen Access

The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar)

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Repurchase intention significantly increases with positive celebrity endorser credibility and electronic word of mouth.
A study of 150 Avoskin consumers in Denpasar suggests both credibility and E-WOM improve brand image.
Analysis applied Structural Equation Modeling, revealing brand image significantly mediates the relationships.
Enhancing consumer loyalty-driven strategies is essential for skincare brands to boost repurchase intentions.

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Implication

Analysis reveals celebrity endorser credibility and E-WOM improve repurchase intention among skincare consumers, indicating brand image's mediating role.

Cite This Study

Febriati et al. (2025) studied this question.

synapsesocial.com/papers/68af509bad7bf08b1ead85cd https://doi.org/10.57096/return.v4i8.391

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Implication

Analysis reveals celebrity endorser credibility and E-WOM improve repurchase intention among skincare consumers, indicating brand image's mediating role.

The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar)

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Discussion

Implication

Cite This Study

The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar)

Key Points

Discussion

Implication

Cite This Study

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