Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry
Celebrities are increasingly being employed by cosmetics companies to market their products in the market in order to boost up sales. This study analyzes Malaysian female consumers’ perception towards Asian celebrity endorsers and Western celebrity endorsers. Findings suggested that both celebrity e...
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| Format: | Undergraduate Final Project Report |
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2011
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| Online Access: | http://discol.umk.edu.my/id/eprint/5448/ |
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| Institution: | Universiti Malaysia Kelantan |
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my.umk.eprints.54482022-05-23T08:41:29Z http://discol.umk.edu.my/id/eprint/5448/ Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry Annie Tan Wee Wen Celebrities are increasingly being employed by cosmetics companies to market their products in the market in order to boost up sales. This study analyzes Malaysian female consumers’ perception towards Asian celebrity endorsers and Western celebrity endorsers. Findings suggested that both celebrity endorsements influence Malaysian female consumers but Asian celebrity endorsers’ influence is to a greater degree. The results from a survey conducted on 100 Malaysian female respondents provide insight into how consumers’ perceptions differ between the celebrity endorsers. 2011 Undergraduate Final Project Report NonPeerReviewed Annie Tan Wee Wen (2011) Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry. Undergraduate Final Project Report thesis, Faculty of Entrepreneurship and Business. (Submitted) |
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Universiti Malaysia Kelantan |
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Perpustakaan Universiti Malaysia Kelantan |
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Institutional Repository |
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Asia |
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Malaysia |
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Universiti Malaysia Kelantan |
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| description |
Celebrities are increasingly being employed by cosmetics companies to market their products in the market in order to boost up sales. This study analyzes Malaysian female consumers’ perception towards Asian celebrity endorsers and Western celebrity endorsers. Findings suggested that both celebrity endorsements influence Malaysian female consumers but Asian celebrity endorsers’ influence is to a greater degree. The results from a survey conducted on 100 Malaysian female respondents provide insight into how consumers’ perceptions differ between the celebrity endorsers. |
| format |
Undergraduate Final Project Report |
| author |
Annie Tan Wee Wen |
| spellingShingle |
Annie Tan Wee Wen Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| author_facet |
Annie Tan Wee Wen |
| author_sort |
Annie Tan Wee Wen |
| title |
Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| title_short |
Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| title_full |
Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| title_fullStr |
Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| title_full_unstemmed |
Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| title_sort |
consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry |
| publishDate |
2011 |
| url |
http://discol.umk.edu.my/id/eprint/5448/ |
| _version_ |
1763303554904227840 |