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THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION

The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and br...

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Hoofdauteurs: Deandra Vidyanata, Sunaryo Sunaryo, Djumilah Hadiwidjojo
Formaat: Artigo
Taal:Inglês
Gepubliceerd in: University of Brawijaya 2018-09-01
Reeks:Jurnal Aplikasi Manajemen
Onderwerpen:
celebrity endorsement
brand attitude
brand credibility
purchase intention
Online toegang:http://jurnaljam.ub.ac.id/index.php/jam/article/view/1319
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