Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda

Muda, Mazzini (2014) Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda. In: The Doctoral Research Abstracts. IPSis Biannual Publication, 5 (5). Institute of Graduate Studies, UiTM, Shah Alam.

Abstract

The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack of studies done to determine the effectiveness of this strategy in other markets especially the Asian markets. Moreover, a new phenomenon has emerged where celebrities become entrepreneurs by starting ventures and endorsing their own brand in advertisement. As the strategy becomes more prevalent across many media, there is a need to assess the value added by celebrities in advertisements. In this regard, the credibility of the celebrity as the source in the communication process becomes the primary focus of this study.

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Metadata

Item Type: Book Section
Creators:
CreatorsID Num.
Muda, MazziniUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Institut Pengajian Siswazah (IPSis) : Institute of Graduate Studies (IGS)
Series Name: IPSis Biannual Publication
Volume: 5
Number: 5
Item ID: 19287
Uncontrolled Keywords: Abstract; Abstract of thesis; Newsletter; Research information; Doctoral graduates; IPSis; IGS; UiTM; consumers’ attitudes
URI: http://ir.uitm.edu.my/id/eprint/19287

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