Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan
The use of international celebrity as endorsers has become a popular marketing strategy because it is believed their reputation can positively impact brand. For this study, researcher aim to explore personality of international celebrity effectiveness in Celcom Axiata advertisement. Previous studies...
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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management
2014
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| Subjects: | |
| Online Access: | http://ir.uitm.edu.my/id/eprint/26221/ http://ir.uitm.edu.my/id/eprint/26221/1/PPb_NUR%20ZARATUL%20AFNI%20MAT%20LAZIM%20BM%20M%2014_5.pdf |
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uitm-26221 |
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| recordtype |
eprints |
| spelling |
uitm-262212020-01-21T04:25:32Z http://ir.uitm.edu.my/id/eprint/26221/ Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan Mat Lazim, Nur Zaratul Afni Shapuan, Zati Izni Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting Advertising The use of international celebrity as endorsers has become a popular marketing strategy because it is believed their reputation can positively impact brand. For this study, researcher aim to explore personality of international celebrity effectiveness in Celcom Axiata advertisement. Previous studies found that the effectiveness of the celebrity endorsement depends on three constructs of the source including expertise, attractiveness and trustworthiness (Ng, Chan, & K.Luk, 2013). These three features were studied to gain better understanding the personality of international celebrity effectiveness in produce a strong positive impression. The research questions are 1) which of the personality of international celebrity would be effective in Celcom product advertisement? 2) which elements among the personality of the international celebrities would be effective in Celcom product advertisement? 3) What is the relationship between these personalities and international celebrity effectiveness in product advertisement? The population of this study is Celcom’s subscribers and 150 data had been collected. Faculty of Business and Management 2014 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/26221/1/PPb_NUR%20ZARATUL%20AFNI%20MAT%20LAZIM%20BM%20M%2014_5.pdf Mat Lazim, Nur Zaratul Afni and Shapuan, Zati Izni (2014) Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan. [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 |
Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting Advertising |
| spellingShingle |
Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting Advertising Mat Lazim, Nur Zaratul Afni Shapuan, Zati Izni Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| description |
The use of international celebrity as endorsers has become a popular marketing strategy because it is believed their reputation can positively impact brand. For this study, researcher aim to explore personality of international celebrity effectiveness in Celcom Axiata advertisement. Previous studies found that the effectiveness of the celebrity endorsement depends on three constructs of the source including expertise, attractiveness and trustworthiness (Ng, Chan, & K.Luk, 2013). These three features were studied to gain better understanding the personality of international celebrity effectiveness in produce a strong positive impression. The research questions are 1) which of the personality of international celebrity would be effective in Celcom product advertisement? 2) which elements among the personality of the international celebrities would be effective in Celcom product advertisement? 3) What is the relationship between these personalities and international celebrity effectiveness in product advertisement? The population of this study is Celcom’s subscribers and 150 data had been collected. |
| format |
Student Project |
| author |
Mat Lazim, Nur Zaratul Afni Shapuan, Zati Izni |
| author_facet |
Mat Lazim, Nur Zaratul Afni Shapuan, Zati Izni |
| author_sort |
Mat Lazim, Nur Zaratul Afni |
| title |
Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| title_short |
Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| title_full |
Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| title_fullStr |
Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| title_full_unstemmed |
Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan |
| title_sort |
personality of international celebrity effectiveness towards celcom axiata advertisement / nur zaratul afni mat lazim and zati izni shapuan |
| publisher |
Faculty of Business and Management |
| publishDate |
2014 |
| url |
http://ir.uitm.edu.my/id/eprint/26221/ http://ir.uitm.edu.my/id/eprint/26221/1/PPb_NUR%20ZARATUL%20AFNI%20MAT%20LAZIM%20BM%20M%2014_5.pdf |
| first_indexed |
2023-09-18T23:16:26Z |
| last_indexed |
2023-09-18T23:16:26Z |
| _version_ |
1777419143002193920 |