| 000 | 02336nam a2200229 4500 | ||
|---|---|---|---|
| 003 | APU | ||
| 005 | 20230626112213.0 | ||
| 008 | 200220b2019 ||||| |||| 00| 0 eng d | ||
| 050 | _aPM-32-22 | ||
| 100 | 0 |
_aSHEILLA FERNANDA FATDJERI RAZI (TP053113) _945377 |
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| 245 | 1 | 4 |
_aTHE INFLUENCE OF CELEBRITY ENDORSEMENT ON BRAND IMAGE OF MATOA INDONESIA WOODEN WATCHES / _cSHEILLA FERNANDA FATDJERI RAZI. |
| 260 |
_aKuala Lumpur : _bAsia Pacific University, _c2019. |
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| 300 |
_av, 61 pages : _billustrations ; _c30 cm. |
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| 502 | _aA thesis submitted in fulfillment of the requirement for the award of the degree of Masters in Business Administration specializing in Euro Asia Business (UCMF1808EAMBA). | ||
| 520 | _aThe main objective of this study is to examine the influence of celebrity attractiveness, trustworthiness and expertise on brand image of Matoa Indonesia wooden watches. Questionnaires were used as the data collecting method. The sample size compromised of 200 participated in this study. In order to analyse the responses gathered through the questionnaire, the statistical tool named SPSS was used. For purposes of data analysis and hypotheses testing several statistical methods such as descriptive analysis, descriptive statistics, correlation analysis, and multiple regression analysis were utilized to understand the dimensionality of the variables. The determined findings declare that brand image is positively and significantly impacted by celebrity attractiveness, celebrity trustworthiness and celebrity expertise. The findings of the study would hopefully contribute to the building of new knowledge. Furthermore, it can be useful for marketing development within the local fashion industry. The present study provides marketing managers with guidelines on the particular aspect of a celebrity endorsement requires more consideration in terms of its importance while making a choice. | ||
| 650 | 0 |
_aCelebrities _945374 _xSocial aspects _zIndonesia. |
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| 650 | 0 |
_aConsumers' preferences _945375 _zIndonesia. |
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| 650 | 0 |
_a Advertising _xBrand name products _zIndonesia _945379 |
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| 700 | 0 |
_aMr. Tajuddin A. Rashid _eSupervisor. _947316 |
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| 856 | 4 | 0 |
_uhttps://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ _yAvailable in APres _z- Requires login to view full text. |
| 942 |
_2lcc _cMasters Theses |
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| 999 |
_c383367 _d383367 |
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