AUDIENCE RESPONSE ON THE EFFECT OF NEGATIVE CELEBRITY PUBLICITY ON CELEBRITY ENDORSEMENT: UNDERSTANDING THE ROLE OF PARASOCIAL RELATIONSHIP ATTACHMENT AND MORAL REASONING
The universal penetration of promotion and advertising has shifted from print to broadcast media, with social media becoming the main tool for marketing strategies. Celebrity endorsement has become a popular advertising tactic, as celebrities possess inherent value that creates brand recall and cred...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75760 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |