期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2014
卷号：16
期号：1
页码：83-92
DOI：10.9744/jmk.16.1.83-92
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：This study examine d the impact of brand familiarity and endorsers’ congruence with product being advertised on consumer responses to social media advertising in Twitter. Findings suggest ed that the product with a familiar brand endorsed by celebrity with high image congruence le d to greater consumer trust, more positive attitude, and greater purchase intention than any other familiarity-congruence combinations. Interestingly, for unfamiliar brand, there is no significant difference between high and low endorsers’ congruence.
关键词：Brand Familiarity, Image, Advertising, Endorser Congruency, Social Media
