THE EFFECT OF CELEBRITY-PRODUCT CONGRUENCE AND PUBLICITY TOWARDS CUSTOMERS BEHAVIOR AND PURCHASE INTENTION AT HIJAB AND GAMIS FASHION INDUSTRY
With the largest Muslim population in the world, Indonesia has a growing ambition to emerge as a global Muslim fashion capital. Competition in the Muslim fashion industry forces companies to compete to acquire as many market shares as possible. Companies are trying to improve the market's purch...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41751 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |