Analysis of Forming-Factors of Celebrity-Owned-Brand and Their Influence on Customer's Repurchase Intentions

Many previous studies had examined the impact of celebrity endorsement on customer’s repurchase intention. However, there is only a dearth of research that explores the role of celebrity endorsement in the context of celebrity’s own brand. This study aims to explore the factors that determine customers’ intention to repurchase celebrity’s own brands and their appeals to fans and non-fans. A marketing survey was conducted on more than 200 customers who had purchased brands that were owned by Indonesian celebrities. This study found that the Differentiation Value becomes the major determinants for fans and Unique Brand Positioning for non-fans to repurchase celebrity-owned-brand. Brand Attitude also has been proven to influence customers to repurchase celebrity’s own brand. Knowing that only a few studies discuss this topic, especially in Indonesia, the results of this study can provide new insights on customers’ behavior towards celebrity-owned-brand and contribute to the entertainment industry. Keywords: Celebrity, endorsement, celebrity’s own brand, fans, repurchase intention