Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie

Raynie, Izzah (2013) Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie. [Student Project] (Unpublished)

Abstract

The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by using questionnaire this research will investigate the most important factors when deciding on celebrity endorser and which celebrity that would be the most credible to endorse PERODUA 's adve11isement. The result showed that the most credible celebrity to endorse PERODUA’s advertisement are sports celebrity and the most important factors when deciding on celebrity endorser are attractiveness. TEARS model are the independent variable for this study overall from 120 respondents choose attractiveness to be the most important factors when deciding on celebrity endorsement and sports celebrity become the most credible celebrity to endorse PERODUA advertisement.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Raynie, Izzah
2010122905
Subjects: 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 > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Advertising > Advertising campaigns
H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters
Divisions: Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing
Keywords: Celebrity endorser; Marketing; Marketing strategy; Marketing promotion
Date: January 2013
URI: https://ir.uitm.edu.my/id/eprint/26932
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