Abstract
The high demand of food and beverage products make competitors so tight; consequently, companies are encouraged to be more creative in creating a brand association in the minds of consumers. By using celebrity endorsers in promotional activities, the company can form a brand image of its products. The purpose of this study was to determine the extent of the influence of celebrity endorser on brand image in tea product advertisements around Dramaga-Bogor. Data collection used purposive sampling techniques and questionnaire for 100 respondents. The study was tested using a linear regression analysis method through partial t-test by using SPSS 15.0. The results showed that the public perception around Dramaga Bogor District towards celebrity endorser in advertisement was very good, therefore it has a positive effect on brand image of the tea product.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
