The impact of celebrity endorsement on millennials’ purchase intention towards local health and beauty product / Zarith Delaila Abd Aziz, Muhammad Khalil Omar and Shahira Ariffin

Abd Aziz, Zarith Delaila and Omar, Muhammad Khalil and Ariffin, Shahira (2020) The impact of celebrity endorsement on millennials’ purchase intention towards local health and beauty product / Zarith Delaila Abd Aziz, Muhammad Khalil Omar and Shahira Ariffin. Advance in Business Research International Journal, 6 (2). pp. 92-102. ISSN (e-ISSN): 2462-1838

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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.

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Item Type: Article
Creators:
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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
Item ID: 47197
Uncontrolled Keywords: Purchase intention, consumer behavior, celebrity endorsement, health and beauty products
URI: https://ir.uitm.edu.my/id/eprint/47197

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47197

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