Impact of endorser credibility and self brand connection towards brand equity on oppo smartphone in Surabaya
Daftar Isi:
- One ofthe most effective ways to do advertising that is often pursued by many companies is through brand ambassadors or celebrity endorsers. Therefore, the selection of brand ambassador is very important to because the use of brand ambassador is expected to influence Self-Brand Connection, and Brand Equity. Rossiter & Percy (1987) develop a model to measure the effectiveness of Brand Ambassador/Celebrity Endorser namely VisCAP. One of it and probably the most important is Endorser Credibility. Public figure with good credibility ultimately will brings good affect on endorsed brand especially its Brand equity and Self-Brand Connection This research is Quantitative research where author spread Questionnaire to collect sonle random data in Surabaya that know about OPPO and at least aged 17. There will be 100 selected population, that called sample. These sample will be processed by SEM-PLS to determine the relationship between variables.. Implication for research andpractice are discussed.