The impact of celebrity endorsement on the consumer buying behavior towards cosmetic products / Genevieve Vivi Stoni
The cosmetic industry in Malaysia is facing increasingly competitive challenges as with other industries around the world. The study investigated the relationship of celebrity endorsement on the consumer buying behaviour towards cosmetic products. The main objective of this study is actually to iden...
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| Main Author: | |
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| Format: | Student Project |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/72953/1/72953.pdf https://ir.uitm.edu.my/id/eprint/72953/ |
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| Institution: | Universiti Teknologi Mara |
| Language: | English |
| Summary: | The cosmetic industry in Malaysia is facing increasingly competitive challenges as with other industries around the world. The study investigated the relationship of celebrity endorsement on the consumer buying behaviour towards cosmetic products. The main objective of this study is actually to identify the dimensions of celebrity endorsement that affect customer buying behaviour. Then, it also wants to determine the relationship between these dimensions and consumer buying behaviour. The last objective of this research is to study the effect of celebrity endorsement on consumer buying behaviour. There are 150 questionnaire were distributed to the respondent at KPWSP. However, there are only 100 were return back. Finding analysis to answer the objective and recommendation for future studies are also provided in this research. |
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