Benefit: Jurnal Manajemen dan Bisnis
Benefit : Kumpulan Makalah Diskusi Dosen FE UMS Volume 8 No 2 Desember 2004

FENOMENA SELEBRITAS SEBAGAI MODEL IKLAN DARI SUDUT PANDANG SUMBER PESAN

Kussudyarsana, Kussudyarsana (Unknown)

Article Info

Publish Date
13 Dec 2006

Abstract

At recent time, celebrities are easily found as product spokesperson. Marketer use celebrity inorder to their product to be recognized. To do that, the spokesperson must be credible. Source credibilityis very important, because the audience welcomes to credible spokesperson and reject incredible source.Two dimension of source credibility related to the celebrity, those are attractiveness and expertise.Research found expertise credibility more congruent to high involvement product, and attractiveness wasmatch to low involvement product.

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Journal Info
Benefit: Jurnal Manajemen dan Bisnis
Website

Abbrev

benefit

Publisher

Universitas Muhammadiyah Surakarta

Subject

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

Description

Benefit: Jurnal Manajemen dan Bisnis is a peer-reviewed journal published by Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, covering a variety of topics in economics, management, business and ...