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Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement

The purpose of this study is to addresses the issue of how gender affecting attitude towards the intention to imitate Korean celebrity endorsement in advertisement among young Malaysians. Particularly, the researchers would like to scrutinize whether young Malaysians male and female are different at...

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Main Authors: Wan Roazha Wan Mat, Nelson Lajuni, Amran Harun, Azaze@Azizi Abdul Adis
Format: Article
Language:English
English
Published: 2020
Subjects:
HV Social pathology. Social and public welfare. Criminology
Online Access:https://eprints.ums.edu.my/id/eprint/26763/1/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean.pdf
https://eprints.ums.edu.my/id/eprint/26763/2/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean1.pdf
https://eprints.ums.edu.my/id/eprint/26763/
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spelling my.ums.eprints.267632021-04-15T00:25:29Z https://eprints.ums.edu.my/id/eprint/26763/ Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement Wan Roazha Wan Mat Nelson Lajuni Amran Harun Azaze@Azizi Abdul Adis HV Social pathology. Social and public welfare. Criminology The purpose of this study is to addresses the issue of how gender affecting attitude towards the intention to imitate Korean celebrity endorsement in advertisement among young Malaysians. Particularly, the researchers would like to scrutinize whether young Malaysians male and female are different attitudinally when it comes to intention to imitate Korean celebrity endorsement. A survey of 602 young consumers aged between 18 to 29 years old were participated in this study. A Multi-Group Analysis (PLS-MGA) was carried out to examine differences between two groups (male and female) in particular their intention to imitate Korean celebrity in Malaysia. The results demonstrate the comparative study of gender between male and female attitude toward the intention to imitate korean celebrity endorsement, there are no different if we want to see which characteristics, even though, whether celebrity characteristics the results is the same from male and female. However, the current researchers found that there was a different effect in terms of the level of acceptance of male and female when they affected by celebrity. The result shows that although there are relationship between attractiveness, credibility, trustworthiness, expertise, and attitude towards intention to imitate Korean celebrity endorsement, but they did not indicate major differences between male and female. In addition, there were no significant difference between male group and female group. 2020 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/26763/1/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean.pdf text en https://eprints.ums.edu.my/id/eprint/26763/2/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean1.pdf Wan Roazha Wan Mat and Nelson Lajuni and Amran Harun and Azaze@Azizi Abdul Adis (2020) Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement. Journal of critical reviews (JCR), 7 (13). pp. 2512-2523. ISSN 2394-5125
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic HV Social pathology. Social and public welfare. Criminology
spellingShingle HV Social pathology. Social and public welfare. Criminology
Wan Roazha Wan Mat
Nelson Lajuni
Amran Harun
Azaze@Azizi Abdul Adis
Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
description The purpose of this study is to addresses the issue of how gender affecting attitude towards the intention to imitate Korean celebrity endorsement in advertisement among young Malaysians. Particularly, the researchers would like to scrutinize whether young Malaysians male and female are different attitudinally when it comes to intention to imitate Korean celebrity endorsement. A survey of 602 young consumers aged between 18 to 29 years old were participated in this study. A Multi-Group Analysis (PLS-MGA) was carried out to examine differences between two groups (male and female) in particular their intention to imitate Korean celebrity in Malaysia. The results demonstrate the comparative study of gender between male and female attitude toward the intention to imitate korean celebrity endorsement, there are no different if we want to see which characteristics, even though, whether celebrity characteristics the results is the same from male and female. However, the current researchers found that there was a different effect in terms of the level of acceptance of male and female when they affected by celebrity. The result shows that although there are relationship between attractiveness, credibility, trustworthiness, expertise, and attitude towards intention to imitate Korean celebrity endorsement, but they did not indicate major differences between male and female. In addition, there were no significant difference between male group and female group.
format Article
author Wan Roazha Wan Mat
Nelson Lajuni
Amran Harun
Azaze@Azizi Abdul Adis
author_facet Wan Roazha Wan Mat
Nelson Lajuni
Amran Harun
Azaze@Azizi Abdul Adis
author_sort Wan Roazha Wan Mat
title Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
title_short Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
title_full Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
title_fullStr Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
title_full_unstemmed Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement
title_sort comparative study of gender’s attitude toward the intention to imitate korean celebrity endorsement
publishDate 2020
url https://eprints.ums.edu.my/id/eprint/26763/1/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean.pdf
https://eprints.ums.edu.my/id/eprint/26763/2/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean1.pdf
https://eprints.ums.edu.my/id/eprint/26763/
_version_ 1760230540722569216
score 13.211869

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