Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity
The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed br...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2019-08-01
|
| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/12812 |