PENGARUH CELEBRITY ENDORSER TERHADAPBRAND IMAGEPADA IKLAN SHAMPOO SUNSILK RAISA

Ema Yulianti, Eni Andari

Sari


The purpose of this research is to test the influences of celebrity credibility, celebrity
likeability, celebrity attractiveness, and celebrity meaningfuness toward brand image. Using these variables, the usage of these variables are able to solve the arising problem within Sunsilk shampoo, a product of PT. Unilever. The samples size of this research is 200 people of Yogyakarta city. The results show that the credibility endorser, likeability endorser, attractiveness endorser and meaningfulness endorser increase brand image


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Fakultas Ekonomi Universitas Janabadra