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Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun

Celebrity endorsement as a strategic marketing tool has gained considerable attention due to its potential influence on consumer purchase intentions. Furthermore, celebrity endorsement has grown in popularity as a marketing strategy firms use to improve brand visibility and influence consumer behavi...

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Bibliographic Details
Main Authors: Abd Rahman, Nurul Hayani, Shafie, Nani Ilyana, Harun, Rabitah
Format: Book Section
Language:English
Published: Universiti Teknologi MARA, Kedah 2023
Subjects:
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Electronic commerce
Online Access:https://ir.uitm.edu.my/id/eprint/100582/1/100582.pdf
https://ir.uitm.edu.my/id/eprint/100582/
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id my.uitm.ir.100582
record_format eprints
spelling my.uitm.ir.1005822024-09-04T22:22:16Z https://ir.uitm.edu.my/id/eprint/100582/ Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun Abd Rahman, Nurul Hayani Shafie, Nani Ilyana Harun, Rabitah Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Electronic commerce Celebrity endorsement as a strategic marketing tool has gained considerable attention due to its potential influence on consumer purchase intentions. Furthermore, celebrity endorsement has grown in popularity as a marketing strategy firms use to improve brand visibility and influence consumer behaviour. Companies can leverage their celebrities and use their influence to promote their own products and services. Universiti Teknologi MARA, Kedah 2023-10-20 Book Section NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/100582/1/100582.pdf Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun. (2023) In: FBM INSIGHTS. Universiti Teknologi MARA, Kedah, Universiti Teknologi MARA, Kedah, pp. 24-26. ISBN 2716-599X
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 Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Electronic commerce
spellingShingle Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Electronic commerce
Abd Rahman, Nurul Hayani
Shafie, Nani Ilyana
Harun, Rabitah
Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
description Celebrity endorsement as a strategic marketing tool has gained considerable attention due to its potential influence on consumer purchase intentions. Furthermore, celebrity endorsement has grown in popularity as a marketing strategy firms use to improve brand visibility and influence consumer behaviour. Companies can leverage their celebrities and use their influence to promote their own products and services.
format Book Section
author Abd Rahman, Nurul Hayani
Shafie, Nani Ilyana
Harun, Rabitah
author_facet Abd Rahman, Nurul Hayani
Shafie, Nani Ilyana
Harun, Rabitah
author_sort Abd Rahman, Nurul Hayani
title Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
title_short Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
title_full Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
title_fullStr Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
title_full_unstemmed Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun
title_sort unraveling the effects of celebrity endorsement on consumer purchase intention / nurul hayani abd rahman, nani ilyana shafie and dr. rabitah harun
publisher Universiti Teknologi MARA, Kedah
publishDate 2023
url https://ir.uitm.edu.my/id/eprint/100582/1/100582.pdf
https://ir.uitm.edu.my/id/eprint/100582/
_version_ 1811598164051886080
score 13.211869

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