BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE
Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experien...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2021-02-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1744 |