The impact of celebrity endorsement on the consumer buying behavior towards cosmetic products / Genevieve Vivi Stoni

Stoni, Genevieve Vivi (2016) The impact of celebrity endorsement on the consumer buying behavior towards cosmetic products / Genevieve Vivi Stoni. [Student Project] (Unpublished)

Abstract

The cosmetic industry in Malaysia is facing increasingly competitive challenges as with other industries around the world. The study investigated the relationship of celebrity endorsement on the consumer buying behaviour towards cosmetic products. The main objective of this study is actually to identify the dimensions of celebrity endorsement that affect customer buying behaviour. Then, it also wants to determine the relationship between these dimensions and consumer buying behaviour. The last objective of this research is to study the effect of celebrity endorsement on consumer buying behaviour. There are 150 questionnaire were distributed to the respondent at KPWSP. However, there are only 100 were return back. Finding analysis to answer the objective and recommendation for future studies are also provided in this research.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Stoni, Genevieve Vivi 2013300945
Contributors:	Contribution Name Email / ID Num. Advisor Kanyan, Agness UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Customer services. Customer relations H Social Sciences > HF Commerce > Advertising
Divisions:	Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration with Honours (Marketing)
Keywords:	Celebrity endorsement, consumer behavior, cosmetic
Date:	2016
URI:	https://ir.uitm.edu.my/id/eprint/72953