ANALISIS PENGARUH DIMENSI CELEBRITY ENDORSER TERHADAP KESADARAN MEREK DAN INTENSI PEMBELIAN: STUDI KASUS PADA SEKTOR CHINESE-BRAND SMARTPHONE DI INDONESIA [ANALYSIS OF THE EFFECT OF CELEBRITY ENDORSER DIMENSIONS ON BRAND AWARENESS AND PURCHASE INTENTION: A CASE STUDY OF THE CHINESE-BRAND SMARTPHONE SECTOR IN INDONESIA]

ANALISIS PENGARUH DIMENSI CELEBRITY ENDORSER TERHADAP KESADARAN MEREK DAN INTENSI PEMBELIAN: STUDI KASUS PADA SEKTOR CHINESE-BRAND SMARTPHONE DI INDONESIA [ANALYSIS OF THE EFFECT OF CELEBRITY ENDORSER DIMENSIONS ON BRAND AWARENESS AND PURCHASE INTENTION: A CASE STUDY OF THE CHINESE-BRAND SMARTPHONE SECTOR IN INDONESIA]

In this era, celebrities serve as one of the most important factors when endorsing a product. More and more companies are battling it out to recruit the best celebrity which they see as one of the key factors in increasing people’s interest in their product. Therefore, this research attempts to unde...

Full description

Bibliographic Details
Main Author: Nicholas Wilson
Format: Article
Language:English
Published: Universitas Pelita Harapan 2020-05-01
Series:DeReMa (Development Research of Management): Jurnal Manajemen
Subjects:
celebrity endorser
brand awareness
purchase intention
chinese-brand smartphone
Online Access:https://ojs.uph.edu/index.php/DJM/article/view/2248

Similar Items

Similar Items