간행물

(재)서암순창장학회> Journal of Marketing Thought

Journal of Marketing Thought

  • : (재)서암순창장학회
  • : 사회과학분야  >  기타(사회과학)
  • :
  • :
  • : 연속간행물
  • : 계간
  • : 2288-9159
  • : 2289-0750
  • :

수록정보
수록범위 : 1권1호(2014)~6권1호(2019) |수록논문 수 : 130
Journal of Marketing Thought
6권1호(2019년 05월) 수록논문
최근 권호 논문
| | | |

저자 : Christian Haposan Pangaribuan , Rizki Fadlina

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 6권 1호 발행 연도 : 2019 페이지 : pp. 1-10 (10 pages)

다운로드

(기관인증 필요)

초록보기

Despite being extensively referred to in popular media, celebrity engagement is considered as a new (scholar) phenomenon and need of academic attention. The purpose of this research is to examine the engagement of celebrity influence communication effectiveness through mediation variables, such as popularity, attractiveness, trustworthiness, expertise, and relevance (PATER model) as well as to measure the effect of communication effectiveness on consumer purchase intention. The research methodology used quantitative method with primary data. The design and development of this questionnaire were based on an initial pretested survey, distributed to 432 college students. The result of this research showed that popularity is the most affecting variable towards the communication effectiveness, followed by relevance and attractiveness. Furthermore, communication effectiveness also has significant positive relationship towards purchase intention.

1
권호별 보기

내가 찾은 최근 검색어

최근 열람 자료

맞춤 논문

보관함

내 보관함
공유한 보관함

1:1문의

닫기