Abstract

This research aims to determine the significance effect of celebrity endorsement, brand experience, and brand love on brand emotional value of Nature Republic cosmetics in Mataram City. 160 people were selected as the research samples through purposive sampling technique. Meanwhile the data gathered were analysed through Structural Equation Model – Partial Least Square (SEM-PLS) with SmartPLS version 3.0 application. The results show that: brand love provide full mediation of celebrity endorsement and brand experience on brand emotional value of Nature Republic cosmetics. While celebrity endorsement and brand experience do not have a significant effect on brand emotional value directly. It is suggested that, for the future research purpose, other researchers may further examine the concepts of both brand love and brand emotional value of which, to the best of the author’s knowledge, is still a new concept.

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