Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda

The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack...

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Main Author: Muda, Mazzini
Format: Book Section
Language:English
Published: Institute of Graduate Studies, UiTM 2014
Subjects:
Online Access:https://ir.uitm.edu.my/id/eprint/19287/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf
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author Muda, Mazzini
author_facet Muda, Mazzini
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description The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack of studies done to determine the effectiveness of this strategy in other markets especially the Asian markets. Moreover, a new phenomenon has emerged where celebrities become entrepreneurs by starting ventures and endorsing their own brand in advertisement. As the strategy becomes more prevalent across many media, there is a need to assess the value added by celebrities in advertisements. In this regard, the credibility of the celebrity as the source in the communication process becomes the primary focus of this study.
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spelling oai:ir.uitm.edu.my:192872018-06-12T07:40:40Z https://ir.uitm.edu.my/id/eprint/19287/ Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda Muda, Mazzini Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack of studies done to determine the effectiveness of this strategy in other markets especially the Asian markets. Moreover, a new phenomenon has emerged where celebrities become entrepreneurs by starting ventures and endorsing their own brand in advertisement. As the strategy becomes more prevalent across many media, there is a need to assess the value added by celebrities in advertisements. In this regard, the credibility of the celebrity as the source in the communication process becomes the primary focus of this study. Institute of Graduate Studies, UiTM 2014 Book Section PeerReviewed text en https://ir.uitm.edu.my/id/eprint/19287/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda. (2014) In: The Doctoral Research Abstracts. IPSis Biannual Publication, 5 (5). Institute of Graduate Studies, UiTM, Shah Alam.
spellingShingle Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Muda, Mazzini
Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title_full Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title_fullStr Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title_full_unstemmed Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title_short Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
title_sort modelling the effects of perceived credibility on consumers attitudes and purchase intention empirical evidence from celebrity entrepreneur endorser advertisement mazzini muda
topic Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
url https://ir.uitm.edu.my/id/eprint/19287/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf
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