How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers
The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyz...
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| Format: | Article |
| Language: | English |
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Professional Muda Cendekia Publishing
2020-06-01
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| Series: | Journal of Business and Management Review |
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| Online Access: | https://profesionalmudacendekia.com/index.php/jbmr/article/view/7 |