期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：5
页码：498-507
DOI：10.6007/IJARBSS/v9-i5/5891
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name and it is undeniable celebrity plays a big role in persuading customers. It has become an effective tool to attract customers and helps to create purchase intention among them. Therefore, there are many elements that need to be highlighted in findings the right celebrity to endorse the product. To gain better insight, celebrity attractiveness, celebrity trustworthiness, celebrity expertise and the fit between the celebrity and the endorser are the element tested in the study. The study was conducted to examine the effect of using different celebrity for the same product brand on purchase intention among students. Quantitative method has been employed for this study and survey questionnaire used to collect the data. Questionnaires were collected across faculties at one of the public University in Malaysia and the result of the study indicated only the fit between Celebrity A and the endorsed product associated with purchase among students. Meanwhile, all other independent variables may not lead to purchase intention among students. Recommendation and future study are discussed.
