Brand Ambassador Performance and the Effect to Consumer Decision Using VisCAP Model on Online Marketplace in Indonesia

Brand Ambassador Performance and the Effect to Consumer Decision Using VisCAP Model on Online Marketplace in Indonesia

This research purpose is to examine the effect of brand ambassador to consumer decision using the VisCAP indicator (Visual, Credibility, Attraction, and Power aspect). Using a descriptive design with a single cross-sectional. The samples were taken from 203 people, who had watched the advertisement...

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Bibliographic Details
Main Authors: Eko Mohammad Fitrianto, Nofiawaty ., Iisnawati .
Format: Article
Language:English
Published: Fakultas Ekonomi Universitas Sriwijaya 2020-05-01
Series:Sriwijaya International Journal of Dynamic Economics and Business
Subjects:
brand ambassador
viscap
celebrity endorser
Online Access:http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/175

Internet

http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/175

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