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The Effect Celebrity Endorsement On Consumer Behavioural Intention Among Youth In Malaysia

Rodzi, Zarul Idzuddin (2017) The Effect Celebrity Endorsement On Consumer Behavioural Intention Among Youth In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The celebrities endorsement is a marketing tool used by companies to their promote products and services to attract and build the customer relationships. The purpose of celebrities‘ endorsement is to make the product or service get a noticeable from the consumer. Today, we can see more company will choose celebrity to endorse their product or service company do not realize that celebrity endorsement are overshadow the product or service endorser. The objective of this study is to identify the characteristic of celebrity endorser in advertisement and analyse the perceived fit between celebrity endorser and product endorsed in advertisement. This research using quantitative method to conduct the research because need to distribute the questionnaire for large number of respondent relate with this study. The type of questionnaire is close-ended question in form of Likert scale question and categorical scale question. From this study, the research find the solution to decrease of overshadow product by the celebrities and help the organization to using the right celebrities endorsement in order to promote their product or service. In the end of the research, the researcher discovers that consumer in Malaysia considers the fit between celebrity and product endorsers are important criteria when purchasing a product or service from marketer.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Advertising - Brand name products, Strategic planning, Marketing, Brand loyalty, Consumer behavior, Purchasing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd Hannif Jamaludin
Date Deposited: 26 Nov 2018 02:24
Last Modified: 26 Nov 2018 02:24
URI: http://eprints.utem.edu.my/id/eprint/22023

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