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The Impact of Celebrity Endorser and Self Brand Connection on Brand Equity

Mahmud, Mahmud and Anggraini, Mia Dika (2020) The Impact of Celebrity Endorser and Self Brand Connection on Brand Equity. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

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19. The Impact Of Celebrity Endorser And Self-Connection Of The Brand On The Equity Of The Brand.pdf

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Abstract

Brand Equity is the strength of a brand that can add or reduce the value of the brand itself that can be known from the consumer's response to the goods or services sold. The purpose of this research is to examine the influence of Celebrity Endorser on Self Brand Connection of Honda Vario Users in Semarang. Second, to test the influence of Celebrity En-dorser on Brand Equity of Honda Vario Users in Semarang and the third is to test the effect of Celebrity Endorser on Brand Equity with Self Brand Connection as an intervening variable. The population in this study were consumers using Honda Vario with samples taken by purposive sampling of 150 respondents. The data obtained were tested and analyzed with the Structural Equation Modeling program showing the results that Celebrity Endorser had a positive and significant impact on Brand Equity and there was a positive and significant influence between Celebrity Endorser on Self Brand Connection. In addition, Self Brand Connection is partially able to mediate the influence of Celebrity En-dorser on Brand Equity.

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.82 - SALES PROMOTION
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Oct 2020 18:31
Last Modified: 10 Oct 2020 18:31
URI: http://eprints.perbanas.ac.id/id/eprint/6023

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