The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention

The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention

This study attempts to study the association between the consumers’ attitude towards advertisement and the intention to purchase the product that being advertisement. The variable is the celebrity endorsement variables namely attractiveness, trustworthiness and expertise of the model in the print a...

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Main Author: Siti Nazihah, Mohd Jamili
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5485/1/s810980_01.pdf
https://etd.uum.edu.my/5485/2/s810980_02.pdf
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id my-uum-etd.5485
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Md. Said, Nor Pujawati
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Siti Nazihah, Mohd Jamili
The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
description This study attempts to study the association between the consumers’ attitude towards advertisement and the intention to purchase the product that being advertisement. The variable is the celebrity endorsement variables namely attractiveness, trustworthiness and expertise of the model in the print advertisement. These variables is later was after tested on its association with the independent variable which is the attitude towards advertisement. A questionnaire was developed from previous similar study. The questionnaire was later pilot tested. A total of 200 questionnaires were distributed to the public in the Territory of Putrajaya. 158 completed questionnaires were returned. Both the descriptive and inferential statistical analysis was conducted on the data collected. The study found that all variable in the study has an association between the variables. Finally, attitude towards advertisement has an effect of R2 0.338 on the intention to purchase
format Thesis
qualification_name masters
qualification_level Master's degree
author Siti Nazihah, Mohd Jamili
author_facet Siti Nazihah, Mohd Jamili
author_sort Siti Nazihah, Mohd Jamili
title The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
title_short The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
title_full The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
title_fullStr The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
title_full_unstemmed The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
title_sort effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2015
url https://etd.uum.edu.my/5485/1/s810980_01.pdf
https://etd.uum.edu.my/5485/2/s810980_02.pdf
_version_ 1747827938104967168
spelling my-uum-etd.54852021-04-05T01:22:32Z The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention 2015 Siti Nazihah, Mohd Jamili Md. Said, Nor Pujawati Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. This study attempts to study the association between the consumers’ attitude towards advertisement and the intention to purchase the product that being advertisement. The variable is the celebrity endorsement variables namely attractiveness, trustworthiness and expertise of the model in the print advertisement. These variables is later was after tested on its association with the independent variable which is the attitude towards advertisement. A questionnaire was developed from previous similar study. The questionnaire was later pilot tested. A total of 200 questionnaires were distributed to the public in the Territory of Putrajaya. 158 completed questionnaires were returned. Both the descriptive and inferential statistical analysis was conducted on the data collected. The study found that all variable in the study has an association between the variables. Finally, attitude towards advertisement has an effect of R2 0.338 on the intention to purchase 2015 Thesis https://etd.uum.edu.my/5485/ https://etd.uum.edu.my/5485/1/s810980_01.pdf text eng public https://etd.uum.edu.my/5485/2/s810980_02.pdf text eng public masters masters Universiti Utara Malaysia Bardia, Y.H., Abed, A. and Majid, N.Z. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research, 58(1), 116-132 Bhatt, N., JaR. M. and Patel, J. D. (2013). Impact of celebrity endorser’s source credibility on attitude towards advertisements and brands. 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