Factors that influence employee’s purchase intention towards celebrity endorsement in health and beauty industry / Wan Farah Nadia Wan Iskandar

Wan Iskandar, Wan Farah Nadia (2018) Factors that influence employee’s purchase intention towards celebrity endorsement in health and beauty industry / Wan Farah Nadia Wan Iskandar. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Submitted)

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Abstract

The purpose of study is to identify factors that influence employee’s purchase intention towards celebrity endorsement in health and beauty industry. A review of the study in each area identifies key findings, collecting results and problem statement. This research will review’s the celebrity endorsement literature review with a focus on the factors that influence employee’s intention. There are attractiveness, trustworthiness and attitude that control employee’s independent variable and employee’s purchase intention towards celebrity endorsement in health and beauty industry dependent variables. The researcher has adopted Theory of Planned Behaviour. The problems that had been studying when consumer refers to the false information, emotional effects, endorsed multiple products for money and big spender. This research will be supported by a sample size of minimum 103 employees from the total population of 140 employees of Jati Force Sdn Bhd. Data will be collected by distributing questionnaire to employees and the researchers will use non-probability sampling method.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Wan Iskandar, Wan Farah NadiaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Item ID: 21791
Uncontrolled Keywords: Employee’s purchase intention; Attractiveness; Trustworthiness; Attitude
Last Modified: 26 Dec 2018 01:47
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21791

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