Almaida, A and Nurqamar, I and Setiawan, R and Yulianingsi, Yulianingsi (2019) Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions. In: Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia.
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Abstract
This study aims to examine the role of celebrity endorsement and brand equity in purchasing decision. The data used in this research was obtained from questionnaires. The research model was tested quantitatively through a field survey of 150 Hasanuddin university students using multiple linear regre
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 12:36 |
| Last Modified: | 17 Apr 2026 13:14 |
| URI: | http://eprints.eai.eu/id/eprint/25394 |
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