Browsing Publication by Subject "Celebrity Endorser, Endorser Credibility, Purchase Intention, Experimental Research."
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PENGARUH TIPE DAN KREDIBILITAS ENDORSER TERHADAP SIKAP PADA IKLAN, SIKAP PADA MEREK DAN NIAT BELI
(FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA, 2018-04-21)This study explores the influence of endorser type (celebrity and non-celebrity) and endorser credibility (high and low) on purchase intentions. It research explores the mediating effect of attitude towards the advertisement ...