Browsing Lecture Papers National Published Articles by Subject "celebrity endorsement strategy, brand credibility, brand equity"
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Peran Brand Credibility sebagai Mediasi Pengaruh Strategi Celebrity Endorsement terhadap Brand Equity (Jurnal Manajemen Teori dan Terapan, 2019-04)The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine ...