The role of celebrity endorser on consumer buying decision (empirical evidence from on-line shopping in Indonesia)

doi:10.1201/9781315375182-84

Chapter

The role of celebrity endorser on consumer buying decision (empirical evidence from on-line shopping in Indonesia)

ABSTRACT

Advertising is used mainly to inform, persuade, or remind consumers about the brand. Promotion is the important thing to do by corporation to build awareness among the interested consumers and to build intention to buy.