Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake
نویسندگان
چکیده
منابع مشابه
The impact of brand equity on price premium, brand extension, brand preference and purchase intention
One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
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In the last few years, the number of Internet users in Indonesia was growing rapidly as many people started to use e-commerce sites. Utilization of C2C e-commerce in particular has a risk that may reduce people interest in online shopping. Of the many factors that may influence online shopping intention, trust becomes the key. This study built a model to explain the purchase intention in the C2...
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Celebrity is not fame, but it too can be measured. A version of this paper, somewhat mangled by the editor, appears in Annals of Improbable Research 12, 1 (Jan/Feb 2006), 14–15. Fame is being known. Celebrity is being known by your first name. Monica Lewinsky became famous when people learned of her presidential activities. She became a celebrity when people called her Monica. Schulman [1, 2, 3...
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The current study has three main purposes; to investigate the impact of attitude towards celebrity endorsement on purchase intentions, to test the direct effect of religiosity on purchase intentions and finally, examine the religiosity as a moderator on attitude towards celebrity endorsement purchase intentions relationship. Data were collected through online survey. Both Stepwise and Moderated...
متن کاملCelebrity Recommender
This paper presents both a rationale and a pilot study for using celebrities to present computer generated content recommendations. The rationale explores how people's parasocial relationships with celebrities influence decision-making. The pilot study examines if celebrity presentation of recommendations influences subjects' qualitative assessment of a recommender. Statistical tests on a small...
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ژورنال
عنوان ژورنال: E3S Web of Conferences
سال: 2020
ISSN: 2267-1242
DOI: 10.1051/e3sconf/202014205001