the-messenger - Jurnal The Messenger - Vol. 16 Issue. 1 (2024)

Hallyu Stars in the Philippines: Effects of Brand and Endorser’s Credibility on Filipino Purchase Intention

Eunizer Aldrich A. Rono, Jean Paolo Lacap, Jeren B. Quipia, Albert John C. Paral, Mary Devine L. Sablas, Nicanor Jayson M. Coro,

Abstract

Introduction: There has been a notable rise in the popularity of K-pop endorsers within the landscape of Philippine advertising, influencing Filipino consumers' purchase intentions. Therefore, this study aims to examine the mediating effect of attitude toward a brand on the relationship between brand credibility, endorser credibility, and consumers' purchase intentions.

Methods: The participants of the study were Filipino internet service subscribers, and they were selected using purposive sampling technique. The approach used in this study was quantitative research and causal-predictive approach while the partial least squares-structural equation modeling (PLS-SEM) was used to estimate the relationships of the proposed model.

Findings: The results showed that an endorser's credibility significantly influences consumers’ purchase intention and attitude towards a brand. On the other hand, the relationship between brand credibility and purchase intention is not supported. However, there is a significant relationship between brand credibility and attitude towards a brand. The relationship between attitudes towards a brand and purchase intention is also supported. The mediation analysis revealed the importance of attitude towards a brand which tremendously mediates the relationship between brand credibility and endorser’s credibility leading to purchase intention.

Originality: This study highlights the novel role of consumers' attitude as a mediator between endorser and brand credibility, shaping purchase intentions in the Philippine telecom industry through K-pop idol endorsements.