Abstract
The growth in the local beauty and health products in Malaysia have surged rapidly, so does the trend in using celebrity endorsements making this study is crucial to help determine its success due to the large investment involved. Therefore, the objective of this study is to examines the extent at which millennials has been impacted by celebrity endorsement on their purchase intention for local health and beauty products. Quantitative method has been used and 313 data were collected among millennials in Selangor, Malaysia. The result of the study revealed that celebrity attractiveness has a high impact on respondents in developing their purchase intention for local and health beauty products. Meanwhile celebrity credibility shows the moderate impact on millennials. The result of this study offer valuable insight for marketing practitioner in regards to the use of celebrity as endorsers that may or may not trigger millennial’s in the product use.
Metadata
Item Type: | Article |
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Creators: | Creators Email / ID Num. Abd Aziz, Zarith Delaila UNSPECIFIED Omar, Muhammad Khalil UNSPECIFIED Ariffin, Shahira UNSPECIFIED |
Subjects: | H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives |
Divisions: | Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management |
Journal or Publication Title: | Advance in Business Research International Journal |
UiTM Journal Collections: | UiTM Journal > Advances in Business Research International Journal (ABRIJ) |
ISSN: | (e-ISSN): 2462-1838 |
Volume: | 6 |
Number: | 2 |
Page Range: | pp. 92-102 |
Keywords: | Purchase intention, consumer behavior, celebrity endorsement, health and beauty products |
Date: | October 2020 |
URI: | https://ir.uitm.edu.my/id/eprint/47197 |