The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator
The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase int...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Pascasarjana UIN Sunan Gunung Djati Bandung
2022-10-01
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| coleção: | Khazanah Sosial |
| Assuntos: | |
| Acesso em linha: | https://journal.uinsgd.ac.id/index.php/ks/article/view/20238 |
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