THE DIFFERENCE IN CONSUMER RISK PERCEPTION BETWEEN CELEBRITY ENDORSER AND EXPERT ENDORSER IN COLLEGE ADVERTISEMENTS
This research aims to examine the difference in consumer risk perception between celebrity and expert endorser in advertisement. Weproposed two hypothesis, HI: There is a difference in consumer risk perception between an expert endorser and celebrity endorser in college advertisement. H2: There is a...
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| Format: | Article NonPeerReviewed |
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[Yogyakarta] : Universitas Gadjah Mada
2009
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| Online Access: | https://repository.ugm.ac.id/27659/ http://i-lib.ugm.ac.id/jurnal/download.php?dataId=10721 |
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| Institution: | Universitas Gadjah Mada |