The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials
Journal Title: Religación. Revista de Ciencias Sociales y Humanidades - Year 2019, Vol 4, Issue 17
Abstract
Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name since the 18th century. It has become a viable tool to increase awareness and build the credibility of the products. Celebrity holds the ability to build brand equity, creates products differentiation over competitors and certainly helps to develop purchase intention among them. With the huge amount of money spent to hire the endorser, matching the right celebrity with the products is a crucial decision for the companies. Does celebrity endorsement really work? Does celebrity increase the sales of the company? Generally, previous studies on celebrity endorsement had focused on foods’ products. However, there are scare conceptual and theoretical knowledge in marketing studies discussing celebrity influence on purchase intention of Malaysian millennials for local health and beauty products. Therefore, this paper is proposed to identify the effects of using different celebrities as an endorser for the local health and beauty products on purchase intention among Malaysian millennials. This paper also proposed to conceptualize the proposed framework. The results of this study will offer some valuable insights for marketing and advertising practitioners especially for local small medium enterprises (SME’s) in Malaysia in regards to the benefits gained with the use of celebrity as endorsers. Furthermore, the study is expected to provide a better understanding on how celebrity may or may not trigger millennials’ interest in the products use and thus provide opportunities for practitioners to regulate marketing initiatives in their advertising strategies.
Authors and Affiliations
Zarith Delaila Abd Aziz, Muhamad Khalil Omar, Shahira Ariffin
Keywords
Related Articles
- EP ID EP629358
- DOI -
- Views 98
- Downloads 0
The anthropology of clandestine migrations in times of alternative neo-mobilities and the Donald Trump wall
Anthropology historically confronted transformations, both on the epistemological and theoretical leveland as reformulation of methods and objectives. Globalization and global changes are other factors thathave influence...
The activation of collective memory as a basis for current resistance
This work exposes the results of an activation workshop of the collective memory carried out in the Andalgalá locality, province of Catamarca (northwestern Argentina), in July 2017. As a proposal within the qualitative c...
OTAVALO, the valley and its people
En el altiplano andino, que corresponde a los países de Ecuador, Perú y Bolivia, 8 de cada 10 habitantes son indígenas han vivido en estos territorios durante muchos siglos. A partir de la colonia se radicalizó un trabaj...
Desenvolvimento de habilidades gramaticais no estudo de idiomas estrangeiros. Através do exemplo das estruturas predicativas não-copulares chinesas
O mundo globalizado moderno exige estudar línguas estrangeiras (especialmente a língua chinesa). A eficácia de estudar qualquer língua estrangeira depende de muitos fatores. Eles incluem a correção da pronúncia, o conhec...
Cultura organizacional y estructura organizativa sobre la calidad de la información contable: examen de los roles mediadores sobre la calidad del sistema de información contable en Baitulmaal Wa Tamwil Jakarta
Este estudio investigó la influencia de la cultura organizacional y la estructura organizativa de la calidad de la información contable con la calidad de los sistemas de información contable como una variable que intervi...