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Pengaruh publisitas negatif celebrity endoser pada sikap konsumen terhadap merek, endoser yang bersangkutan, dan endoser lainnya : studi kasus Ariel sebagai endoser dan Merek XL
The focus of this research is about the the effect of negative publication of celebrity endorser on consumer attitude toward aformentioned endorser, brand and others endorser study case endorser ariel and brand XL. This research is a quantitative research with explanatory and descriptive research design format. Using methods of statistical analysis of structural equation modeling to investigate the effect of negative publication of celebrity endorser on consumer attitude toward brand, aformentioned endorser, and others endorser. The results indicate that moral reputation of celebrity endorser has a effect to consumer attitude toward target celebrity and endorsed brand, but moral reputation or celebrity has no effect to attitude toward other celebrity endorser who didn?t involved in negative publication. Implications for managerial and related to celebrity endorser will also be discussed.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8424 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia., 2013 |
|---|---|
| Edisi | - |
| Subjek | Brands Consumer attitude Celebrity endorsement Moral reputation Selebrity |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 134 p., 62 p. : diagr. ; 30 cm & lamp. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |