Analysis of the Effect of Brand Ambassador on Purchase Decision with Emphasis on the Mediating Role of Brand Image and Customer Self-Concept (Case of Study: Customers of the Brand Clever)

Introduction

Studying consumer purchase intention is very important in today's competitive world by identifying the factors that influence it. One of the factors that can play an important role in consumers' purchase decisions is brand ambassadors. These ambassadors act as brand representatives and can establish close contact with consumers and convey a positive image of the brand to them. Studies show that the use of brand ambassadors can have a positive and significant impact on consumers' purchase decisions. However, the results of some other studies indicate that the influence of brand ambassadors on purchase decisions is not always strong and, in some cases, may provide contradictory results. Therefore, understanding how brand ambassadors influence purchase intention requires further study. One of the key variables that can help to better understand the influence of brand ambassadors is brand image. Brand image is the overall perception of a brand or business by customers. This concept includes aspects such as reputation, level of trust in products or services, and the feeling that a brand creates in the minds and hearts of its audience. Brand image is one of the most important assets of any business that must be continuously reviewed and managed to maintain a positive and effective relationship with its audience. The formation of a positive image of the brand is a predictor of positive word-of-mouth advertising behaviors and customer purchases. The important point is that brand image is not only specific to that brand's customers. That is, even people who do not use a brand's products and services can have a feeling and image about that company's brand and establish an effective relationship with it. This mentality and interaction will usually be formed in the minds of users through the experiences of others, advertising, etc. Therefore, brand image will be a fundamental and important issue for all businesses. In this regard, given the important and vital role of brand image in the purchasing decision-making process, it is necessary to examine the impact of brand ambassadors or famous endorsers on it.

Also, another key variable that can help better understand the impact of brand ambassadors on the purchasing decision-making process is the customer's self-concept. Self-concept refers to how people see themselves in different areas of their lives based on their personal values, attitudes, and perceptions. This variable directly influences consumers' purchasing decisions because people tend to choose products that are consistent with their self-concept, whether this self-concept is ideal or actual. Given the increasing use of the Internet and social media, brands in Iran are looking for solutions that can exploit this space to their advantage. The use of brand ambassadors or famous endorsers in advertisements, such as actors, athletes, and singers, has been popular in Iran for more than a decade (Mohammad Hosseini et al., 2014). However, most of the research conducted in this field has been conducted on products such as clothing, hygiene products, and food. Also, in the study of consumer purchasing behavior and purchase intention, domestic research has not examined the effect of using famous brand ambassadors on purchase intention from the aspect of the customer's ideal self-concept. Also, regarding the effect of brand ambassadors on brand image, few domestic studies have been conducted focusing on other fields except for the field of home appliances (Research by Esmaeilpour, Izadi, Afrakhteh, and Zahedi, 2018; Mohammad Hosseini et al., 2014). However, these studies did not examine the mediating role of brand image in the influence of celebrity brand ambassadorship on purchase intention.

Therefore, the main issue of this research is whether the use of a famous brand ambassador has an effect on the customer's purchase intention by emphasizing the mediating role of the brand image and the ideal self-concept or not?

Methodology

This research is applied in terms of its purpose and descriptive-survey in terms of its data collection method. The statistical population is customers of the brand Clever in Mashhad, and 225 people were selected as samples using the available non-probability sampling method. The data collection tool is standard questionnaires. To measure validity and reliability, opinions of experts, convergent and divergent validity, factor analysis, Cronbach's alpha and composite reliability were used. Data analysis was performed using the structural equation modeling method and Smart PLS 3 software.

Discussion and Results

The findings indicate that brand ambassador has a positive and significant effect on customers' purchase decisions, brand image, and ideal self-concept; brand image and ideal self-concept also has a positive and significant effect on customers' purchase intention for Clever brand products. Also, the results indicate that brand image and ideal self-concept have a positive mediating role in the effect of brand ambassador on purchase intention.

Conclusion

When making a purchase decision, consumers are influenced by the personality and behavior of the brand ambassador. If the brand ambassador is a trusted and popular individual, these qualities are transferred to the brand, forming a positive image in the minds of consumers. Conversely, if the brand ambassador has negative qualities, this can seriously damage the brand's image. By creating an emotional connection between the brand and its customers, brand ambassadors can establish a lasting impression of the brand. Also, customers tend to purchase products that reinforce their ideal self-image. For example, if a celebrity who possesses attributes such as beauty, success, and a luxurious life endorses a particular brand, customers may see the brand as a means to achieve their ideal self-image. Customers tend to choose brands through which they can introduce themselves to others or present an ideal image of themselves. The results of the study confirm the construal level theory.

Keywords: Purchase decision, Brand image, Ideal self-concept, Brand ambassador, Clever brand.