Abstract:

The purpose of the study is to identify the effect of using celebrity endorser in advertisement and sponsoring MotoGP live broadcast by Yamaha motorcycle brand in Indonesia to its overall brand image and consumer's purchase intention. After conducting linear regression and path analysis to test the mediation effect, we found that celebrity endorser and sponsorship in PT Yamaha Indonesia has positively influence its brand image and consumer's purchase intention, mediated by brand image. It also found that activity involvement moderates the relationship between sponshorship and brand image, while there in no evidence that sponsorship exposure directly affect to purchase intention.