A study of celebrity endorser towards consumer purchase intention of facial foam product / Babyiana Sullang

The use of and literature on celebrity endorsers is extensive and this study utilizes of celebrity endorser towards consumer purchase intention. Faiz Kasi has defined a celebrity as someone who is recognized by the public for attract the consumer attention to buy the products. Celebrity endorser also one of the key that can make the marketers successful in promoting their products because they are the one who will influence the consumer purchasing behaviour especially facial foams. Therefore, the purpose of this research is to evaluate the overall perceptions of Sabah consumer towards advertising of facial foams products by celebrities. This study also examines consumers' perceptions of product endorsement by celebrities. and the influence of celebrity advertising towards consumers purchasing intention. However, there are no actual evidence that show celebrity endorser are effective in pursue consumer purchasing decisions. For better communicative effectiveness in conveying the message to the consumer the celebrity endorsements used to stand out of clutter (Sherman, 1985), to build awareness about the brand. The findings show there are significant between attractiveness and brand attitude positively influence consumer purchase intention towards facial foam products.