K-Pop Brand Ambassador Effects on Brand Image and Purchase Intention: Evidence from Fandom Consumers

Abstract

The Korean Wave phenomenon has transformed global marketing landscapes, compelling firms to leverage celebrity endorsement strategies aligned with evolving consumer cultural preferences. Despite growing adoption of K-pop brand ambassadors, prior research reports mixed findings regarding celebrity endorsement effectiveness on brand outcomes and consumer behavior, particularly regarding the boundary conditions under which endorsement succeeds within culturally congruent contexts. This study examines the influence of brand ambassador on brand image and purchase intention within a K-pop fandom consumer segment in Indonesia. A cross-sectional survey design was employed, collecting primary data from 108 purposively sampled consumers comprising Seventeen fan community members who had purchased Indomilk Authentic Korean Flavour products. Data were analyzed using simple linear regression. The findings reveal that brand ambassador engagement demonstrates substantial positive effects on both brand image and purchase intention, with stronger influence observed on behavioral responses compared to perceptual outcomes. Theoretically, this study extends celebrity endorsement literature by providing segment-specific evidence of endorsement effectiveness within culturally congruent marketing contexts where fandom identification may amplify consumer responsiveness. Practically, findings provide evidence-based guidance for marketing practitioners regarding K-pop celebrity endorsement strategies targeting youth demographics with high cultural affinity. The study acknowledges sample limitations and suggests future research incorporating mediation mechanisms and broader consumer segments.