First, an endorsement process characterizes brand co-creation through the myth of amulets by having other great venerable monks, amulet specialists or other prominent people involved in endorsements. In Kruba In’s discourses, the endorsement is used as the brand cocreation to increase the spirituality of Kruba In disciples and amulet possessors. For example, Krid99 posts many quotes from the greatest venerable monks, who are very well known and highly respected by millions of disciples, to endorse Kruba In as seen below: