THE EFFECT OF BRAND IMAGE FROM PERSONAL BRAND VIRTUAL YOUTUBER KOBO KANAERU ON CONSUMER ENGAGEMENT FROM INDONESIAN VIEWERS
As technology develops, virtual characters have personal brands and can build brand equity through the Virtual YouTuber or VTuber trend. The VTuber trend is quickly becoming a huge industry, with Kobo Kanaeru as an example of a popular VTuber. The research will use a mixed approach. A qualitative...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76147 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |