The effect of endorser credibility (Agnes Monica) on vivo’s brand equity and self-brand connection

Setyawan, Ie Yonathan (2018) The effect of endorser credibility (Agnes Monica) on vivo’s brand equity and self-brand connection. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

One of the most effective ways to do advertising that is often pursued by many companies is through brand ambassadors or celebrity endorsers. Therefore, the selection of brand ambassador is very important to because the use of brand ambassador is expected to influence Self-Brand Connection, and Brand Equity. Rossiter & Percy (1987) develop a model to measure the effectiveness of Brand Ambassador/Celebrity Endorser namely VisCAP. One of it and probably the most important is Endorser Credibility. Public figure with good credibility ultimately will brings good affect on endorsed brand especially its Brand equity and Self-Brand Connection This research is Quantitative research where author spread Questionnaire to collect some random data in Surabaya that know about VIVO and at least aged 15. There will be 98 selected population, that called sample. These sample will be processed by SEM-PLS to determine the relationship between variables.. Implication for research and practice are discussed.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Endorser credbility, brand equity, self-brand connection
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Ie Yonathan Setyawan
Date Deposited: 07 Sep 2018 05:37
Last Modified: 07 Sep 2018 05:37
URI: http://repository.wima.ac.id/id/eprint/16223

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