Journal of Management and Entrepreneurship Research
Vol. 6 No. 4 (2025)

Analyzing the Effect of Celebrity Endorsement on Purchase Intention: The Role of Attitude toward the Brand and Brand Congruity

Budhi Haryanto (Universitas Sebelas Maret, Indonesia)
Nuning Kristiani (STIE YKPN, Indonesia)
Ahmad Ikhwan Setiawan (Universitas Sebelas Maret, Indonesia)
Amina Sukma Dewi (Universitas Sebelas Maret, Indonesia)
Siti Khoiriyah (Universitas Sebelas Maret, Indonesia)
Haryanto Haryanto (Universitas Sebelas Maret, Indonesia)

Article Info

Publish Date
30 Nov 2025

Abstract


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Journal Info
Journal of Management and Entrepreneurship Research
Website

Abbrev

jmer

Publisher

Universitas Islam Nahdlatul Ulama Jepara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

JMER: Journal of Management and Entrepreneurship Research (p-ISSN: 2723-1658; e-ISSN: 2723-1666) provides a venue for high quality manuscripts dealing with management and entrepreneurship in its broadest sense. The editorial board encourages manuscripts that are international in scope; however, ...