The factors that influence student’s intention towards celebrity endorsement / Fairuz Nasri

• Main Author: Nasri, Fairuz
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2018
• Subjects: Study and teaching. Research; Moral, religious, and physical life of students. Student conduct and behavior
• Online Access: http://ir.uitm.edu.my/id/eprint/20771/1/PPb_FAIRUZ%20NASRI%20M%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/20771/

The purpose of study is to investigate the factors that influence student’s intention towards celebrity endorsement in UiTM Kampus Bandaraya Melaka. A review of the study in each area identifies key findings, collecting results and problem statement. In addition, this paper reviews the celebrity end...