Jurnal Bisnis dan Ekonomi
Vol 14 No 1 (2007): Vol. 14 No. 1 Maret 2011

ANALISIS PENGARUH DEAD ENDORSER TERHADAP BRAND PERSONALITY PADA IKLAN KOMPAS DI TELEVISI

Sri Kussujaniatun (Unknown)

Article Info

Publish Date
20 Mar 2011

Abstract

The objective of this study is to examine : (a) the simultaneous effects of expertise, trustworthiness, and attractiveness on the brand personality, (b) the partial effect of expertise, trustworthiness, and attractiveness on the brand personality, (c) is trustworthiness a dominant variable that effect on the brand Personality The result show that simultaneously, expertise, trustworthiness, and attractiveness on the brand personality. The result also indicat that partially, expertise, trustworthiness, and attractiveness on the brand personality a dominant variable that effect on the brand Personality Keywords: Expertise, Trustworthiness, And Attractiveness On The Brand Personality

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Journal Info
Jurnal Bisnis dan Ekonomi
Website

Abbrev

fe3

Publisher

Universitas Stikubank

Subject

Economics, Econometrics & Finance

Description

Finance Management, International Finance, Corporate Finance, Investment, Financial Forecasting, Portfolio Optimization, Operation Management, Operation Research, Human Resources Management, Organizational Behavior, Change Management, Knowledge Management, Marketing Management, E – business, ...