Celebrity Endorsement Influence in Purchase Intention among Young Adult in Kuala Lumpur

Azahar, Azirah (2018) Celebrity Endorsement Influence in Purchase Intention among Young Adult in Kuala Lumpur. Other thesis, UNIVERSITI TUN HUSSEIN ONN MALAYSIA.

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Abstract

Celebrity endorsement is one of the marketing strategy to attract consumer attention and influence their purchase intention. However, this strategy is inconsistent and gives different point of view from various researchers. Hence this study was aimed to identify the relationship between the influence of celebrity endorsement and purchase intention among young adult in Kuala Lumpur. The factors of celebrity endorsement taken into the study were based on celebrity attractiveness, trustworthiness, congruence and expertise. There are four hypotheses have been developed in order to achieve research objectives of present study. These hypotheses were tested by using Spearman’s correlation coefficient. This study was conducted through a quantitative research to gather data from the respondents by using a survey questionnaire. 305 collected data was analysed using IBM SPSS software. The result show there were positive relationships between celebrity endorsement and purchase intention. Also, the descriptive value had been evaluated for celebrity traits regarding to purchase intention. This research would be beneficial for marketer to focus on consumer behaviour towards advertisement where celebrities will be endorsed

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Technology Management and Business > Department of Management and Technology
Depositing User: PSM Coordinator BPA
Date Deposited: 08 Mar 2018 17:22
Last Modified: 08 Mar 2018 17:22
URI: http://ethesis.uthm.edu.my/id/eprint/529

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