Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

In the recent years, the influence of celebrity in promoting a brand is promising. Without a doubt, celebrity endorsement will boost business brand awareness with an endorsement. This research objective is to analyse the effect of celebrity endorsement and brand image toward the customer buying deci...

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Bibliographic Details
Main Authors: Adinda Nur Annissa, Eristia Lidia Paramita
Format: Article
Language:English
Published: Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang 2021-05-01
Series:Jurnal Bisnis dan Manajemen
Subjects:
celebrity endorsement, brand image, buying decision, cosmetics
Online Access:https://jurnal.unmer.ac.id/index.php/jbm/article/view/5413

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