THE IMPACT OF BRAND AMBASSADOR CREDIBILITY TOWARDS SELF-BRAND CONNECTION AND BRAND EQUITY
Hallyu or Korean wave is a Korean culture that is very popular particularly among young people. It is related to K-drama, K-pop music, fashion, food, and Beauty in Southeast Asia include Indonesia. Hence, The Hallyu made many companies use Korean celebrity to be their brand ambassador as one of stra...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78888 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |