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The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat

In the world of advertising, there are a lot of ways to express, to convey message and to deliver information to the consumer. Advertising plays an important role in any business and become one of the keys to effective product promotion. With the existence of so many communication media existed toda...

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Main Author: Samat, Norafifi
Format: Student Project
Language:English
Published: Faculty of Business and Management 2014
Subjects:
Social aspects. Social marketing
Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
Online Access:http://ir.uitm.edu.my/id/eprint/28212/1/PPb_NORAFIFI%20SAMAT%20BM%20M%2014_5.pdf
http://ir.uitm.edu.my/id/eprint/28212/
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spelling my.uitm.ir.282122020-04-27T03:40:29Z http://ir.uitm.edu.my/id/eprint/28212/ The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat Samat, Norafifi Social aspects. Social marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty In the world of advertising, there are a lot of ways to express, to convey message and to deliver information to the consumer. Advertising plays an important role in any business and become one of the keys to effective product promotion. With the existence of so many communication media existed today, people are being exposed to advertising almost every day and almost everywhere. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhances sales and ultimately increase market share. Celebrity endorser is a person who enjoys high reputations and prestige, and being known to most people. In addition, celebrity is a relevant strategy for the product categories which improves the image which cosmetic product. This is especially common in highly competitive cosmetic industry. In this study, relationship on brand loyalty of different factors of celebrity endorsement in cosmetic market was investigated. Trustworthiness, expertise, attractive, respect, and also similarity is independent variable element in celebrity endorsement that have been investigated in this study. In order to provide a guide in this study, five hypotheses were formulated. Data were collected from 60 respondents using the questionnaire and the results was analyzed using SPSS to find the significant relationship between independent variable and dependent variable. Faculty of Business and Management 2014 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/28212/1/PPb_NORAFIFI%20SAMAT%20BM%20M%2014_5.pdf Samat, Norafifi (2014) The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat. [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 Social aspects. Social marketing
Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
spellingShingle Social aspects. Social marketing
Marketing research. Marketing research companies. Sales forecasting
Market surveys. Including brand choice. Brand loyalty
Samat, Norafifi
The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
description In the world of advertising, there are a lot of ways to express, to convey message and to deliver information to the consumer. Advertising plays an important role in any business and become one of the keys to effective product promotion. With the existence of so many communication media existed today, people are being exposed to advertising almost every day and almost everywhere. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhances sales and ultimately increase market share. Celebrity endorser is a person who enjoys high reputations and prestige, and being known to most people. In addition, celebrity is a relevant strategy for the product categories which improves the image which cosmetic product. This is especially common in highly competitive cosmetic industry. In this study, relationship on brand loyalty of different factors of celebrity endorsement in cosmetic market was investigated. Trustworthiness, expertise, attractive, respect, and also similarity is independent variable element in celebrity endorsement that have been investigated in this study. In order to provide a guide in this study, five hypotheses were formulated. Data were collected from 60 respondents using the questionnaire and the results was analyzed using SPSS to find the significant relationship between independent variable and dependent variable.
format Student Project
author Samat, Norafifi
author_facet Samat, Norafifi
author_sort Samat, Norafifi
title The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
title_short The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
title_full The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
title_fullStr The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
title_full_unstemmed The relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in Klang Valley / Norafifi Samat
title_sort relationship celebrity endorsement in cosmetic advertisement towards the brand loyalty in klang valley / norafifi samat
publisher Faculty of Business and Management
publishDate 2014
url http://ir.uitm.edu.my/id/eprint/28212/1/PPb_NORAFIFI%20SAMAT%20BM%20M%2014_5.pdf
http://ir.uitm.edu.my/id/eprint/28212/
_version_ 1685650382177435648
score 13.211869

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