Study of Consumer Attitudes Toward Television Advertising Using Celebrity Endorser
This research analyzed how the attractiveness of a celebrity endorser is able to influ-ence customers’ brand choice behavior and how customers perceive celebrity-based television advertising. The study is based on an empirical research approach, which use a convenience sample of 150 students who liv...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia
2011-03-01
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| Series: | Jurnal Siasat Bisnis |
| Online Access: | http://journal.uii.ac.id/index.php/JSB/article/view/2023 |