Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan

This research explores on factors contributes on consumer buying behavior in Faculty Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka. This research also determined the factors consumer buying behavior at Faculty Media and Communication student in Universiti Tekn...

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Bibliographic Details
Main Author:	Ruslan, Qhairun
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Consumers. Consumer demand. Consumption Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
Online Access:	http://ir.uitm.edu.my/id/eprint/21269/ http://ir.uitm.edu.my/id/eprint/21269/1/PPb_QHAIRUN%20IZZATI%20RUSLAN%20M%20BM%2018_5.pdf

id	uitm-21269
recordtype	eprints
spelling	uitm-212692018-10-23T01:43:04Z http://ir.uitm.edu.my/id/eprint/21269/ Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan Ruslan, Qhairun Consumers. Consumer demand. Consumption Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA This research explores on factors contributes on consumer buying behavior in Faculty Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka. This research also determined the factors consumer buying behavior at Faculty Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka, as well as to examine the factors of physical attractiveness, credibility congruence and expertise has significant relationship with consumer buying behavior and also want to signify which factor is the most influence towards consumer buying behavior and lastly to make a recommendations to improve it. To achieve this objective, a survey has been conducted among Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka and total of 127 forms of questionnaires were made to deliver among the Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka. The findings indicate that there is a significant positive relationship between expertise towards consumer buying behavior. It was also found that physical attractiveness, credibility and congruence does not has a significant positive relationship towards consumer buying behavior. On the other hand, expertise is the variable that influence the most towards consumer buying behavior and also there are recommendations for the companies that are suggested by researcher to improve the choices of the celebrity endoser. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21269/1/PPb_QHAIRUN%20IZZATI%20RUSLAN%20M%20BM%2018_5.pdf Ruslan, Qhairun (2018) Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Consumers. Consumer demand. Consumption Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
spellingShingle	Consumers. Consumer demand. Consumption Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA Ruslan, Qhairun Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
description	This research explores on factors contributes on consumer buying behavior in Faculty Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka. This research also determined the factors consumer buying behavior at Faculty Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka, as well as to examine the factors of physical attractiveness, credibility congruence and expertise has significant relationship with consumer buying behavior and also want to signify which factor is the most influence towards consumer buying behavior and lastly to make a recommendations to improve it. To achieve this objective, a survey has been conducted among Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka and total of 127 forms of questionnaires were made to deliver among the Media and Communication student in Universiti Teknologi MARA Kampus Alor Gajah Melaka. The findings indicate that there is a significant positive relationship between expertise towards consumer buying behavior. It was also found that physical attractiveness, credibility and congruence does not has a significant positive relationship towards consumer buying behavior. On the other hand, expertise is the variable that influence the most towards consumer buying behavior and also there are recommendations for the companies that are suggested by researcher to improve the choices of the celebrity endoser.
format	Student Project
author	Ruslan, Qhairun
author_facet	Ruslan, Qhairun
author_sort	Ruslan, Qhairun
title	Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
title_short	Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
title_full	Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
title_fullStr	Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
title_full_unstemmed	Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan
title_sort	determinants of celebrity endorsement towards consumer buying behavior / qhairun izzati ruslan
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21269/ http://ir.uitm.edu.my/id/eprint/21269/1/PPb_QHAIRUN%20IZZATI%20RUSLAN%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:12Z
last_indexed	2023-09-18T23:06:12Z
_version_	1777418499504734208

Determinants of celebrity endorsement towards consumer buying behavior / Qhairun Izzati Ruslan

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