The Effect of Endorser’s Credibility and Advertising Creativity on Attitude towards Brands through Advertising Effectiveness

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.

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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  -