The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials

  • Zarith Delaila Abd Aziz Universiti Teknologi MARA - MALAYSIA
  • Muhamad Khalil Omar Universiti Teknologi MARA - MALAYSIA
  • Shahira Ariffin Universiti Teknologi MARA - MALAYSIA
Keywords: Celebrity attractiveness, Celebrity credibility, Purchase intention, Celebrity endorsement

Abstract

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

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Author Biography

Zarith Delaila Abd Aziz, Universiti Teknologi MARA - MALAYSIA

 

Department of Marketing and Entrepreneurship, Universiti Teknologi MARA, Campus Puncak Alam, Bandar Puncak Alam, Selangor. Corresponding author

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Published
2019-04-30
How to Cite
Abd Aziz, Z. D., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials. Religación. Revista De Ciencias Sociales Y Humanidades, 4(14), 116-124. Retrieved from https://revista.religacion.com/index.php/religacion/article/view/243