| The objective of this study is to examine the effect of endorser credibility and corporate credibility on attitude toward the ad, attitude toward the brand and purchase intention. Mediating the relationship between the relevant variables will also be tested, in order to prove the previous studies. This research used two types of ads to compare product advertising Fatigon Hydro with a celebrity endorser and non celebrity version. The study was conducted by survey method in Atma Jaya Catholic University of Indonesia, with 180 students active respondents of Magister Management. The results showed the endorser credibility has more influence on attitudes toward the ad, attitude toward the brand and purchase intention, compared to the corporate credibility. Additionally non celebrity endorser credibility has a more positive influence than a celebrity endorser. |