References

Aaker, D.A., 1991. Managing Brand Equity. Free Press, New York, USA., ISBN-13: 978-0029001011, Pages: 299.

Belch, G.E. and M.A. Belch, 1994. Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective. Irwin Professional Pub., USA., ISBN-13: 978-0256136968, Pages: 784.

Belch, G.E. and M.A. Belch, 2001. Advertising and Promotion: An integrated Marketing Communications Perspective. McGraw-Hill, New York.

Bello, D.C. and M.B. Holbrook, 1995. Does an absence of brand equity generalize across product classes? J. Bus. Res., 34: 125-131.
CrossRef  |  Direct Link  |  

Biswas, D., A. Biswas and N. Das, 2006. The differential effects of celebrity and expert endorsements on consumer risk perceptions. J. Advertising, 35: 17-31.
CrossRef  |  Direct Link  |  

Canalys, 2013. Developing markets will drive smartphone market growth in 2013. http://www.canalys.com/newsroom/developing-markets-will-drive-smart-phone-market-growth-2013.

Dimed, C. and S. Joulyana, 2005. Celebrity endorsement-hidden factors to success. Jonkoping International Bussiness School, Jonkoping University, pp: 1-77.http://hj.diva-portal.org/smash/get/diva2:3943/FULLTEXT01.pdf.

Erdem, T. and J. Swait, 1998. Brand credibility, brand consideration and choice. J. Consumer Res., 31: 191-198.
Direct Link  |  

Erdem, T. and J. Swait, 1998. Brand equity as a signaling phenomenon. J. Consumer Psychol., 7: 131-157.
CrossRef  |  Direct Link  |  

Goldsmith, R.E., B.A. Lafferty and S.J. Newell, 2000. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. J. Adver., 29: 43-54.
Direct Link  |  

Hem, L.E., L. de Chernatony and N.M. Iversen, 2003. Factors influencing successful brand extensions. J. Marketing Manag., 19: 781-806.
CrossRef  |  Direct Link  |  

Hovland, C.I., I.L. Janis and H.H. Kelley, 1953. Communication and Persuasion: Psychological Studies in Opinion Change. International Data Corporation, New Haven, Pages: 315.

IDC., 2012. Indonesia smartphone shipments surged in Q4 2011 with 28% growth, says IDC. International Data Corporation, April 16, 2012. http://nextinnovator.com/index.php?articleID=38901§ionID=269.

Keller, K.L., 2003. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 2nd Edn., Prentice-Hall, New York, ISBN-13: 9780131006706, Pages: 788.

Keller, K.L., 2008. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson/Prentice Hall, Upper Saddle River, New Jersey.

Kemp, E. and M. Bui, 2011. Healthy brands: Establishing brand credibility, commitment and connection among consumers. J. Consumer Market., 28: 429-437.
Direct Link  |  

Knott, B. and E. James, 2004. The secret to a fashion advantage is brand orientation. J. Retail Distribution Manage., 32: 403-411.
CrossRef  |  Direct Link  |  

Maathuis, O., J. Rodenburg and D. Sikkel, 2004. Credibility, emotion, or reason? Corporate Reputat. Rev., 6: 333-345.
Direct Link  |  

McCracken, G., 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res., 16: 310-321.
Direct Link  |  

Milberg, S.J., C.W. Park and M.S. McCarthy, 1997. Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. J. Consumer Psychol., 6: 119-140.
CrossRef  |  Direct Link  |  

Spry, A., R. Pappu and T.B. Cornwell, 2011. Celebrity endorsement, brand credibility and brand equity. Eur. J. Market., 45: 882-909.
CrossRef  |  Direct Link  |  

Srivastava, R.K. and A.D. Shocker, 1991. Brand equity: A perspective on its meaning and measurement. Report No. 91-124, Working Paper Series, Marketing Science Institute, Cambridge, MA., USA.

Teo, T.S.H. and J. Liu, 2007. Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35: 22-38.
CrossRef  |  

Yang, D.J., J.Y. Lo and S. Wang, 2012. Transfer effects: Exploring the relationship between celebrity and brand. Int. J. Organizat. Innovat., 4: 86-108.