The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials
This paper also proposed to conceptualize the proposed framework. The results of this study will offer some valuable insights for marketing and advertising practitioners especially for local small-medium enterprises (SME’s) in Malaysia in regard to the benefits gained with the use of celebrities as endorsers. Furthermore, the study is expected to provide a better understanding on how celebrity may or may not trigger millennials’ interest in the products use and thus provide opportunities for practitioners to regulate marketing initiatives in their advertising strategies
Adnan. A., Jan. F.A, and Alam. W., (2017). Relationship between Celebrity Endorsement and Consumer Purchase Intention. Abasyn Journal of Social Sciences.10(2).
Ahmad AN, Rahman AA, Ab Rahman. S (2015). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity 5 pp. 10-14.
Audrey, V. (2017). Impulse buying: Gen-Y face online shopping debt trap. Retrieved on 21 March 2018, from:https://www.nst.com.my/news/exclusive/2017/07/255745/impulse-buying-gen-y-face-online-shopping-debt-trap.
Bergkvist, L. and Zhou, K.O (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), pp. 642-662.
Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61(November), pp. 103-113.
Cosmetics and toiletries market overviews, (2014) Compiled by U.S. Commercial Service Hong Kong, The U.S. Commercial Service.
Coyle, J.R. and Thorson, E. (2001), “The effects of progressive levels of interactivity and vividness in web marketing sites”, Journal of Advertising, Vol. 30 No. 3, pp. 65-77.
Eren-Erdogm, I., Lak, H.S. and Cicek, M. (2016). Attractive or Credible Celebrities: Who Endorses Green Products Better? Procedia - Social and Behavioral Sciences. 1 (235) pp.587 –594.
Jaffari. S.I.A. & Hunjra. A.I (2017). Mediating Impact of Celebrity Endorsement in Relationship of Celebrity Characteristics and Consumers Purchase Intention. Abasyn Journal of Social Sciences. 10 (2), pp. 332-344.
Küster, I., Vila, N., & Canales, P. (2016). How does the online service level influence consumers purchase intentions before a transaction? A formative approach. European Journal of Management and Business Economics, 25(3), pp. 111-120
McCartney. G. and Pinto J.F., (2014) Influencing Chinese travel decisions. The impact of celebrity endorsement advertising on the Chinese traveler to Macao. Journal of Vacation Marketing. 20 (3). pp. 253-266.
McCormic.K (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services. 32 (2) pp.39–45.
Morimoto, M. (2017), Examining ad appeals in over-the-counter drug advertising in Japan. International Journal of Communication and Health, 11 (1),pp 20-30.
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33, pp. 182–192.
Nielsan (2016). Keys to unlocking the millennial mindset. On the www.nielsen.com. URL. http://www.nielsen.com/my/en/insights/news/2016/keys-to-unlocking-the-millennial-mindset.html.
Ohanian, R. (1991). The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1): 46-52.
Pileliene .L & Grigaliunaite. V. (2017), The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach. Journal of Consumer Marketing. 34 (3). pp. 202–213
Priyanka et. al, (2017). Celebrity Endorsement and Consumer Buying Intention with Relation to the Television Advertisement for Perfumes. Management Studies, 5(2),pp. 128-148.
Schmidt, T. & Hitchon, J. (1999) When advertising and public relations converge: an application of schema theory to the persuasive impact if alignment ads. Journalism and Mass Communication Quarterly, Vol. 76 No.3,pp. 433-455.
Solomon & Michael R. (2017). Consumer Behavior: Buying, Having, and Being, 12th ed. New Jersey: Prentice Hall.
Thomas. T and Johnson. J (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision. 2(4) pp. 367–374.
Wan Yang (2018), Star power: The Evolution Of Celebrity Endorsement Research. International Journal of Contemporary Hospitality Management. 30 (1), pp. 389-415.