Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam
The practice of celebrity endorsement has become an effective marketing tool for companies to communicate about their products to the consumers in recent years. The purpose of this study is to investigate the influence of celebrity endorsement on customer purchase intention in smartphone industry. C...
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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management
2018
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| Online Access: | https://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf |
| _version_ | 1796901336735809536 |
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| author | Roslam, Rusydee Aqim |
| author_facet | Roslam, Rusydee Aqim |
| author_sort | Roslam, Rusydee Aqim |
| collection | UITM |
| description | The practice of celebrity endorsement has become an effective marketing tool for companies to communicate about their products to the consumers in recent years. The purpose of this study is to investigate the influence of celebrity endorsement on customer purchase intention in smartphone industry. Celebrity attractiveness, celebrity expertise, celebrity trustworthiness and celebrity congruence are the characteristics of celebrity endorsement used in this study. This study is conducted among Gen Y in Bandaraya Melaka by using convenience sampling. Data were collected from 110 respondents by using structured questionnaire and the results were analysed by using SPSS 20. The results indicated that celebrity attractiveness, celebrity expertise, celebrity trustworthiness and celebrity congruence have positive relationship with purchase intention. The result also shows that celebrity trustworthiness has the strongest impact on purchase intention. Based on these results, several recommendations have been made for smartphone companies and also for future research purposes. |
| first_indexed | 2024-03-06T01:48:34Z |
| format | Student Project |
| id | uitm.eprints-1278 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T01:48:34Z |
| publishDate | 2018 |
| publisher | Faculty of Business and Management |
| record_format | dspace |
| spelling | uitm.eprints-12782018-10-22T09:19:16Z https://ir.uitm.edu.my/id/eprint/21278/ Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam Roslam, Rusydee Aqim Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives The practice of celebrity endorsement has become an effective marketing tool for companies to communicate about their products to the consumers in recent years. The purpose of this study is to investigate the influence of celebrity endorsement on customer purchase intention in smartphone industry. Celebrity attractiveness, celebrity expertise, celebrity trustworthiness and celebrity congruence are the characteristics of celebrity endorsement used in this study. This study is conducted among Gen Y in Bandaraya Melaka by using convenience sampling. Data were collected from 110 respondents by using structured questionnaire and the results were analysed by using SPSS 20. The results indicated that celebrity attractiveness, celebrity expertise, celebrity trustworthiness and celebrity congruence have positive relationship with purchase intention. The result also shows that celebrity trustworthiness has the strongest impact on purchase intention. Based on these results, several recommendations have been made for smartphone companies and also for future research purposes. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam. (2018) [Student Project] <http://terminalib.uitm.edu.my/21278.pdf> (Unpublished) |
| spellingShingle | Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Roslam, Rusydee Aqim Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title | Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title_full | Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title_fullStr | Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title_full_unstemmed | Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title_short | Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam |
| title_sort | influence of celebrity endorsement on purchase intention toward smartphones among gen y rusydee aqim roslam |
| topic | Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives |
| url | https://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf |
| work_keys_str_mv | AT roslamrusydeeaqim influenceofcelebrityendorsementonpurchaseintentiontowardsmartphonesamonggenyrusydeeaqimroslam |