Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by...
| Main Author: | |
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| Format: | Student Project |
| Language: | English |
| Published: |
Perpustakaan Tun Abdul Razak UiTM Caw Sabah
2013
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf |
| _version_ | 1825736547902685184 |
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| author | Raynie, Izzah |
| author_facet | Raynie, Izzah |
| author_sort | Raynie, Izzah |
| collection | UITM |
| description | The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by using questionnaire this research will investigate the most important factors when deciding on celebrity endorser and which celebrity that would be the most credible to endorse PERODUA 's adve11isement. The result showed that the most credible celebrity to endorse PERODUA’s advertisement are sports celebrity and the most important factors when deciding on celebrity endorser are attractiveness. TEARS model are the independent variable for this study overall from 120 respondents choose attractiveness to be the most important factors when deciding on celebrity endorsement and sports celebrity become the most credible celebrity to endorse PERODUA advertisement. |
| first_indexed | 2024-03-06T02:04:28Z |
| format | Student Project |
| id | uitm.eprints-6932 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T02:04:28Z |
| publishDate | 2013 |
| publisher | Perpustakaan Tun Abdul Razak UiTM Caw Sabah |
| record_format | dspace |
| spelling | uitm.eprints-69322020-06-02T08:54:11Z https://ir.uitm.edu.my/id/eprint/26932/ Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie Raynie, Izzah Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising campaigns Methods. Outdoor advertising. Billboards. Posters The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by using questionnaire this research will investigate the most important factors when deciding on celebrity endorser and which celebrity that would be the most credible to endorse PERODUA 's adve11isement. The result showed that the most credible celebrity to endorse PERODUA’s advertisement are sports celebrity and the most important factors when deciding on celebrity endorser are attractiveness. TEARS model are the independent variable for this study overall from 120 respondents choose attractiveness to be the most important factors when deciding on celebrity endorsement and sports celebrity become the most credible celebrity to endorse PERODUA advertisement. Perpustakaan Tun Abdul Razak UiTM Caw Sabah 2013-01 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie. (2013) [Student Project] (Unpublished) |
| spellingShingle | Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising campaigns Methods. Outdoor advertising. Billboards. Posters Raynie, Izzah Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title | Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title_full | Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title_fullStr | Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title_full_unstemmed | Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title_short | Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie |
| title_sort | consumer preference on celebrity endorsement the case of perodua izzah raynie |
| topic | Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising campaigns Methods. Outdoor advertising. Billboards. Posters |
| url | https://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf |
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