The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory

The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity,...

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Bibliographic Details
Main Authors: Yoseva Maria Pujirahayu Sumaji, Thomas Stefanus Kaihatu, Verrell Sutanto, Fabio Ricardo Toreh, Dewi Mustikasari Immanuel, Muhammad Azizurrohman
Format: Article
Language:English
Published: University of Brawijaya 2024-03-01
Series:Jurnal Aplikasi Manajemen
Subjects:
celebrity endorsement
emotional response
purchase intention
stimulus-organism-response theory
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/8254

Internet

https://jurnaljam.ub.ac.id/index.php/jam/article/view/8254

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