THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES

THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES

This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebri...

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Bibliographic Details
Main Authors: Kardina Yudha Parwati, Fatchur Rohman, Astrid Puspaningrum
Format: Article
Language:English
Published: University of Brawijaya 2021-02-01
Series:Jurnal Aplikasi Manajemen
Subjects:
self-congruity
celebrity endorsement
brand attitude
brand loyalty
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/2086

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