The Influence of celebrity athlete endorser, brand awareness, brand association, and brand personality toward purchase intention

This research aims to determine the effect simultaneously and partially from the celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of Isotonic drink of Pocari Sweat. The content analysis is used to analyses the terms and the subsequent understanding about celebrity athlete endorser, brand awareness, brand association, brand personality, and purchase intention by detail. The literature review intends to elaborate the roles of celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of isotonic drink of Pocari Sweat. Previous research findings indicate that there are positive and negative relationships between celebrity athlete endorser, brand awareness, brand association, and brand personality to the purchase intention. The methodology applied in this elaboration is the multiple linear regression method. This result of this research shows that there is simultaneously influence among celebrity athlete endorser, brand awareness, brand association, and brand personality towards consumer�s purchase intentio