Browsing Lecture Papers National Published Articles by Subject "celebrity endorsement, brand attitude, brand credibility, purchase intention"
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The Role of Brand Attitude and Brand Credibility as a Mediator of the Celebrity Endorsement Strategy to Generate Purchase Intention (Jurnal Aplikasi Manajemen, 2018-08)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. ...