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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HF5415.33 Consumer Behavior. |
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HF5415.33 Consumer Behavior. Siti Nazihah, Mohd Jamili The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention |
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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 |
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Thesis |
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Master's degree |
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Siti Nazihah, Mohd Jamili |
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Siti Nazihah, Mohd Jamili |
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Siti Nazihah, Mohd Jamili |
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The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention |
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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 |
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The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention |
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The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention |
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effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention |
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Universiti Utara Malaysia |
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Othman Yeop Abdullah Graduate School of Business |
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2015 |
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https://etd.uum.edu.my/5485/1/s810980_01.pdf https://etd.uum.edu.my/5485/2/s810980_02.pdf |
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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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