Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirement for the award of the degree of Masters in Business Administration specializing in Euro Asia Business (UCMF1808EAMBA).

The main objective of this study is to examine the influence of celebrity attractiveness, trustworthiness and expertise on brand image of Matoa Indonesia wooden watches. Questionnaires were used as the data collecting method. The sample size compromised of 200 participated in this study. In order to analyse the responses gathered through the questionnaire, the statistical tool named SPSS was used. For purposes of data analysis and hypotheses testing several statistical methods such as descriptive analysis, descriptive statistics, correlation analysis, and multiple regression analysis were utilized to understand the dimensionality of the variables. The determined findings declare that brand image is positively and significantly impacted by celebrity attractiveness, celebrity trustworthiness and celebrity expertise. The findings of the study would hopefully contribute to the building of new knowledge. Furthermore, it can be useful for marketing development within the local fashion industry. The present study provides marketing managers with guidelines on the particular aspect of a celebrity endorsement requires more consideration in terms of its importance while making a choice.