KREDIBILITAS BRAND ENDORSER (Penilaian Konsumen Terhadap Kredibilitas Agnes Monica Sebagai Brand Endorser)
Along with the increasing competition in the marketing world, consumers are becoming more selective in their purchasing decisions. In these conditions, it is important for companies to understand consumer behavior to establish a creative marketing communication strategy, one of which is through adve...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| Summary: | Along with the increasing competition in the marketing world, consumers
are becoming more selective in their purchasing decisions. In these conditions, it
is important for companies to understand consumer behavior to establish a
creative marketing communication strategy, one of which is through advertising.
The fact is most products are advertised using a brand endorser, mainly a
celebrity. Agnes Monica is one of the celebrities often used as a brand endorser. It
makes Agnes Monica associated with a variety of brands that oftentimes its value
is opposite each other. The phenomenon of multiple brand endorsement provides
a new question in the midst of the increasing consumer rationality and exposure
to the brand endorser with various \"flags\" they carried.
The SOR theory is used to understand the phenomenon that occurs in this
study. This theory emphasizes the organism (O) to assess the quality of the
stimulus (S) which received repeatedly into a form of response or feedback (R).
From the survey, it is known that respondents� assessment of Agnes Monica�s
credibility in her capacity as a multi brand endorser is likely bad. Many errors in
the mention of brands shows that companies or advertisers do not fully succeeded
in making Agnes Monica as a brand endorser. This study proves that advertising
is less significant in affecting brand endorser�s credibility because the assessment
of brand endorser�s credibility is already established in the minds of consumers
as respondents in this study (O). |
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