This study attempts to gain a deeper understanding of the complex relationship between the brand color and brand personality perception by the customers. Combining data from a survey with accurate measurement of brand colors, a disaggregation analysis has been employed to identify how each...

This study aims to determine how the influence Celebrity Endorser, Brand Image, and Brand Trust on the decision to buy Emina cosmetic products, especially for adolescent women. This research is quantitative. The research method used is a survey method with a comparative approach. The data...

The rapid development of technology and information certainly has an impact on the way people shop, namely online shopping. The COVID-19 pandemic also made people have to use masks, where the use of masks can cause skin problems such as acne, bacterial infections, to eczema, besides that the...

The purpose of the study was to investigate and analyze the relationships among four research variables: participation motivation, event attachment, sponsor's brand image and participants' behavioral intention. This study used on-site convenience sampling. Survey questionnaires were administered...