期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：3
页码：10748-10770
DOI：10.9756/INT-JECSE/V14I3.1261
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：Celebrity endorsement is type of marketing that involves a well-known celebrity such as movie stars, entertainers, and sport stars to endorse the product which includes physical products, services and ideas. The purpose of this paper is to examine the effect of celebrity endorsement on cosmetic products purchase intension of customers. The primary data have been collected from 178 respondents for the study with the help of structured questionnaire and analyzed using Chi- Square test. It was found that some aspects of celebrity endorsement like gender, attractiveness, credibility, endorser type and multiple celebrity endorsement proved to be effective with respect to purchase intentions of cosmetic products. The study proves that the overall impact of celebrity endorsement is effective and positive.
关键词：Celebrity Endorsement;Celebrity Endorser;Purchases Intentions;Celebrity Endorsement on Cosmetic Products
