The Effect of Endorser’s Credibility and Advertising Creativity on Attitude towards Brands through Advertising Effectiveness
Authors
Sucia Fajriati Sab’ah1, *, Ratih Hurriyati2, Hilda Monoarfa3
1Universitas Pendidikan Indonesia
2Universitas Pendidikan Indonesia
3Universitas Pendidikan Indonesia
*Corresponding author. Email: suciafs@upi.edu
Corresponding Author
Sucia Fajriati Sab’ah
Available Online 12 July 2022.
- DOI
- 10.2991/aebmr.k.220701.033How to use a DOI?
- Keywords
- Ad Effectiveness; Attitude towards Brand; Endorser’s Credibility; Ad Creativity; Gojek
- Abstract
This study aims to determine and analyze factors that influence advertising effectiveness to create an attitude towards the brand. This research used quantitative methods with a causality type. The result of this research showed that the attitude towards the brand could be increased through advertisement effectiveness influenced by the advertising creativity and endorser’s credibility.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Sucia Fajriati Sab’ah AU - Ratih Hurriyati AU - Hilda Monoarfa PY - 2022 DA - 2022/07/12 TI - The Effect of Endorser’s Credibility and Advertising Creativity on Attitude towards Brands through Advertising Effectiveness BT - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021) PB - Atlantis Press SP - 163 EP - 169 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220701.033 DO - 10.2991/aebmr.k.220701.033 ID - Sab’ah2022 ER -