Social media marketing facilitated prospective students to communicate and collaborate gather information relevant higher education institutions their respective brand equity. More complex dynamic models focusing on customer-based equity often lack empirical support in sectors, particularly from more than one country. Drawing the elaboration likelihood model, this study empirically investigated...

Brands investigate cultural sensitivity in order to stand out from global market competition and reach more diverse customers. The research emphasized on the relationship between consumer ethnocentrism, brand credibility toward purchase intention domestic products. product category was cosmetic brands including Mustika Ratu, Sari Ayu, Wardah Viva as four top representing Indonesian attitudes be...

First Media as a broadband internet service provider optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to determine the effect of: (i) attractiveness on advertising credibility, brand credibility and satisfaction; (ii) trustworthiness (iii) expertise satisfaction. This research method uses quantitative approach by distributing que...

This article explores the fit between advertised brand and pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, getting tested when exposed). In an advanced emerging market setting we find that advertisements for brands are perceived high brand-pandemic enhance desirable COVID-19 behavioral changes credib...

Aims: This research was conducted to find out the effect of sponsorship on one biggest beauty events in Indonesia, namely Jakarta x Beauty 2022 through sponsor-event congruence, sponsor credibility, and attitudes towards purchase intention a local brand, Implora.
 Study Design: Cross-Sectional Descriptive Quantitative Research with non-probability sampling technique.
 Place Duration S...

Given that ―rule-based analysis is the dominant form of reasoning‖ used by lawyers, it is probably safe to say that most lawyers would agree with Aristotle‘s sentiment. After all, this is how lawyers are taught to think in law school. Three years of their lives are slavishly devoted to the pursuit of logic with little to no emphasis on other forms of reasoning. Therefore, it is not surprising t...

Penelitian ini bertujuan untuk menguji: (1) Pengaruh brand familiarity, credibility dan sikap skeptis dalam iklan terhadap minat beli konsumen produk sabun Dettol secara parsial di Kota Sumbawa. (2) simultan Jenis penelitian dengan menggunakan metode kuantitatif deskriptif melalui pendekatan kausal. Data yang digunakan adalah data primer. Sumber yaitu sumber eksternal, dimana diperoleh dari kue...