Abd Rahman, Nurul Hayani and Shafie, Nani Ilyana and Harun, Rabitah
(2023)
Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun.
In:
FBM INSIGHTS.
Universiti Teknologi MARA, Kedah, Universiti Teknologi MARA, Kedah, pp. 24-26.
ISBN 2716-599X
Abstract
Celebrity endorsement as a strategic marketing tool has gained considerable attention due to its potential influence on consumer purchase intentions. Furthermore, celebrity endorsement has grown in popularity as a marketing strategy firms use to improve brand visibility and influence consumer behaviour. Companies can leverage their celebrities and use their influence to promote their own products and services.
Metadata
| Item Type: | Book Section |
|---|---|
| Creators: | Creators Email / ID Num. Abd Rahman, Nurul Hayani nurulhayani@uitm.edu.my Shafie, Nani Ilyana nani.ilyana@uitm.edu.my Harun, Rabitah rabitah@uitm.edu.my |
| Subjects: | H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Consumer satisfaction H Social Sciences > HF Commerce > Electronic commerce |
| Divisions: | Universiti Teknologi MARA, Kedah > Sg Petani Campus > Faculty of Business and Management |
| Volume: | 8 |
| Page Range: | pp. 24-26 |
| Keywords: | Celebrity, strategic marketing, promote, products |
| Date: | 20 October 2023 |
| URI: | https://ir.uitm.edu.my/id/eprint/100582 |
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