Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior
This paper responds to the call for greater understanding of celebrity endorsement in fashion world. Term of celebrity is normally associated with individuals who are frequently in the public eye and typically have a high profile in, amongst others, the sport and entertainment industries. The focus...
Saved in:
| Main Author: | |
|---|---|
| Format: | Undergraduate Final Project Report |
| Published: |
2011
|
| Online Access: | http://discol.umk.edu.my/id/eprint/5449/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| id |
my.umk.eprints.5449 |
|---|---|
| record_format |
eprints |
| spelling |
my.umk.eprints.54492022-05-23T08:41:29Z http://discol.umk.edu.my/id/eprint/5449/ Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior Gomathy A/P Sangara Murthi, . This paper responds to the call for greater understanding of celebrity endorsement in fashion world. Term of celebrity is normally associated with individuals who are frequently in the public eye and typically have a high profile in, amongst others, the sport and entertainment industries. The focus of the paper lies in the how much of the Malaysia consumers’ was leveraged by celebrity endorsement in Fashion world. The customer attitude towards celebrity endorsements get products sold out faster than the normal process. The results from a survey conducted on 100 Malaysian respondents provide insight into how consumers’ perceptions are on celebrity endorsers. 2011 Undergraduate Final Project Report NonPeerReviewed Gomathy A/P Sangara Murthi, . (2011) Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior. Undergraduate Final Project Report thesis, Faculty of Entrepreneurship and Business. (Submitted) |
| institution |
Universiti Malaysia Kelantan |
| building |
Perpustakaan Universiti Malaysia Kelantan |
| collection |
Institutional Repository |
| continent |
Asia |
| country |
Malaysia |
| content_provider |
Universiti Malaysia Kelantan |
| content_source |
UMK Institutional Repository |
| url_provider |
http://umkeprints.umk.edu.my/ |
| description |
This paper responds to the call for greater understanding of celebrity endorsement in fashion world. Term of celebrity is normally associated with individuals who are frequently in the public eye and typically have a high profile in, amongst others, the sport and entertainment industries. The focus of the paper lies in the how much of the Malaysia consumers’ was leveraged by celebrity endorsement in Fashion world. The customer attitude towards celebrity endorsements get products sold out faster than the normal process. The results from a survey conducted on 100 Malaysian respondents provide insight into how consumers’ perceptions are on celebrity endorsers. |
| format |
Undergraduate Final Project Report |
| author |
Gomathy A/P Sangara Murthi, . |
| spellingShingle |
Gomathy A/P Sangara Murthi, . Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| author_facet |
Gomathy A/P Sangara Murthi, . |
| author_sort |
Gomathy A/P Sangara Murthi, . |
| title |
Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| title_short |
Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| title_full |
Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| title_fullStr |
Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| title_full_unstemmed |
Celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| title_sort |
celebrity endorsement and the fashion world an emerging trend: the leverage of celebrity endorsement towards consumer buying behavior |
| publishDate |
2011 |
| url |
http://discol.umk.edu.my/id/eprint/5449/ |
| _version_ |
1763303555047882752 |
| score |
13.211869 |