The relationship between influencer’s characteristics, consumers’ attitudes, and purchase intentions on CLÉ DE PEAU BEAUTÉ brand

Abstract

This research was quantitative in manner. Its objective was to examine the characteristics of brand influencer, consumers’ attitude, and purchase intention of Clé de Peau Beauté brand. In addition, the study also explored the relationship between the three variables. Questionnaire were distributed through online channel to 200 respondents who were 36-55 years old, have recently purchased Clé de Peau Beauté products for the past three months, and knew Manatsanun Panlertwongskul (Donut) as Clé de Peau Beauté’s brand influencer. The results demonstrated that overall, the respondents had a positive opinion on the source characteristics of the brand influencer (M = 3.54). Beautiful was rated the most (M = 3.94), while skilled was rated the least (M = 3.29). Furthermore, respondents had a positive attitude towards Clé de Peau Beauté brand (M = 4.03) and were likely to purchase its products (M = 3.95). For the relationships among the three variables, the results depicted that source characteristics and the respondents’ attitude towards Clé de Peau Beauté brand were positively related (r = .42). Also, source characteristics and the respondents’ purchase intention on Clé de Peau Beauté’s product were positively related (r = .42).