PENGARUH FUNGSIONAL DARI CELEBRITY ENDORSEMENT TERHADAP BRAND COMMUNITY

Ricardo Nggadas

Abstract


Multiplisitas merek yang semakin meningkat dan persaingan di pasar barang dan jasa telah menentukan laju pertumbuhan penggunaan dukungan selebriti di seluruh dunia. Penggunaan dukungan selebriti telah menjadi strategi komunikasi merek utama dalam manajemen organisasi yang membantu penjualan dan promosi merek di seluruh dunia. Ini adalah pendekatan populer dalam komunikasi pemasaran untuk semua manajemen merek. Makalah ini mengkaji dukungan selebriti sebagai alat komunikasi merek yang berfungsi sebagai bantuan untuk mempercepat citra merek dan pembelian. Namun, itu juga bisa menjadi mengerikan kecuali jika disertai dengan ide yang kuat, penentuan posisi yang efektif dan sempurna.


Keywords


dukungan selebriti, merek, pembelian dan efek disfungsional

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References


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DOI: http://dx.doi.org/10.31604/jips.v9i1.2022.16-21

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