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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Bibliographic Details
Main Author:	Roslam, Rusydee Aqim
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives
Online Access:	http://ir.uitm.edu.my/id/eprint/21278/ http://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf

id	uitm-21278
recordtype	eprints
spelling	uitm-212782018-10-22T09:19:16Z http://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 http://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf Roslam, Rusydee Aqim (2018) Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam. [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	Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives
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
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.
format	Student Project
author	Roslam, Rusydee Aqim
author_facet	Roslam, Rusydee Aqim
author_sort	Roslam, Rusydee Aqim
title	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_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_sort	influence of celebrity endorsement on purchase intention toward smartphones among gen y / rusydee aqim roslam
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21278/ http://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:13Z
last_indexed	2023-09-18T23:06:13Z
_version_	1777418500854251520

Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam

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