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Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie

The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by...

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Main Author: Raynie, Izzah
Format: Student Project
Language:English
Published: Perpustakaan Tun Abdul Razak UiTM Caw Sabah 2013
Subjects:
Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Advertising campaigns
Methods. Outdoor advertising. Billboards. Posters
Online Access:http://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf
http://ir.uitm.edu.my/id/eprint/26932/
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spelling my.uitm.ir.269322020-06-02T08:54:11Z http://ir.uitm.edu.my/id/eprint/26932/ Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie Raynie, Izzah Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising campaigns Methods. Outdoor advertising. Billboards. Posters The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by using questionnaire this research will investigate the most important factors when deciding on celebrity endorser and which celebrity that would be the most credible to endorse PERODUA 's adve11isement. The result showed that the most credible celebrity to endorse PERODUA’s advertisement are sports celebrity and the most important factors when deciding on celebrity endorser are attractiveness. TEARS model are the independent variable for this study overall from 120 respondents choose attractiveness to be the most important factors when deciding on celebrity endorsement and sports celebrity become the most credible celebrity to endorse PERODUA advertisement. Perpustakaan Tun Abdul Razak UiTM Caw Sabah 2013-01 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf Raynie, Izzah (2013) Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Advertising campaigns
Methods. Outdoor advertising. Billboards. Posters
spellingShingle Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Advertising campaigns
Methods. Outdoor advertising. Billboards. Posters
Raynie, Izzah
Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
description The purpose of this study is to identify the most important factors when deciding on celebrity endorser and to investigate which celebrity that would be the most credible celebrity to endorse PERODUA’s advertisement. This study are involved PERODUA 's prospect and customer in Kota Kinabalu, by using questionnaire this research will investigate the most important factors when deciding on celebrity endorser and which celebrity that would be the most credible to endorse PERODUA 's adve11isement. The result showed that the most credible celebrity to endorse PERODUA’s advertisement are sports celebrity and the most important factors when deciding on celebrity endorser are attractiveness. TEARS model are the independent variable for this study overall from 120 respondents choose attractiveness to be the most important factors when deciding on celebrity endorsement and sports celebrity become the most credible celebrity to endorse PERODUA advertisement.
format Student Project
author Raynie, Izzah
author_facet Raynie, Izzah
author_sort Raynie, Izzah
title Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
title_short Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
title_full Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
title_fullStr Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
title_full_unstemmed Consumer preference on celebrity endorsement the case of Perodua / Izzah Raynie
title_sort consumer preference on celebrity endorsement the case of perodua / izzah raynie
publisher Perpustakaan Tun Abdul Razak UiTM Caw Sabah
publishDate 2013
url http://ir.uitm.edu.my/id/eprint/26932/1/PP_IZZAH%20BINTI%20RAYNIE%20BM%20S%2013_5.pdf
http://ir.uitm.edu.my/id/eprint/26932/
_version_ 1685650202833190912
score 13.211869

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