The use of celebrity endorsement in advertising promotion / Ramli Saad, Wan Shahrul Aziah Wan Mahamad and Yong Azrina Ali Akbar

Saad, Ramli and Wan Mahamad, Wan Shahrul Aziah and Ali Akbar, Yong Azrina (2022) The use of celebrity endorsement in advertising promotion / Ramli Saad, Wan Shahrul Aziah Wan Mahamad and Yong Azrina Ali Akbar. FBM Insights, 5: 21. pp. 57-60. ISSN 2716-599X (Submitted)

Abstract

Endorsement is a type of advertising in which well-known personalities or celebrities with a high level of public recognition, trust, respect, or awareness are used. In advertising promotional efforts, celebrities such as actors, actresses, comedians, singers, athletes, and many others are employed to advertise products or services. This is due to the celebrity's own fan base, who will purchase the things they endorse. Furthermore, when it comes to aiding a brand or a product during marketing efforts, each celebrity endorser has unique traits and benefits. As a result, the more famous or well-known celebrity endorser is, the more expensive it is to use their image to express a product's or brand message's attractiveness. Popularity is a term coined to describe how well-known people can affect customers' attitudes, perceptions, and intentions. The more well-known the endorser, the greater the influence he may have on the consumer's view of the brand and buying intent (Nguyen, 2021).

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Saad, Ramli
ramli107@uitm.edu.my
Wan Mahamad, Wan Shahrul Aziah
aziah436@uitm.edu.my
Ali Akbar, Yong Azrina
yong198@uitm.edu.my
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
Divisions: Universiti Teknologi MARA, Kedah > Sg Petani Campus > Faculty of Business and Management
Journal or Publication Title: FBM Insights
UiTM Journal Collections: Others > FBM Insights UiTM Cawangan Kedah
ISSN: 2716-599X
Volume: 5
Page Range: pp. 57-60
Keywords: Advertising, celebrities, promotional
Date: 2022
URI: https://ir.uitm.edu.my/id/eprint/66502
Edit Item
Edit Item

Download

[thumbnail of 66502.pdf] Text
66502.pdf

Download (653kB)

ID Number

66502

Indexing

Statistic

Statistic details