Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake
This research aims to analyze the influence of celebrity brand ambassador, e-WOM quality, e-WOM quantity, and sender’s expertise on consumers’ purchase intention of celebrity cake in Indonesia (Yogyakarta, Solo, and Semarang). The research areas are purposively chosen while a hundred of respondents...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2020-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2020/02/e3sconf_icals2019_05001.pdf |