Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam

• Main Author: Roslam, Rusydee Aqim
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2018
• Subjects: Social aspects. Social marketing; Market segmentation. Target marketing; Market surveys. Including brand choice. Brand loyalty; Purchasing. Selling. Sales personnel. Sales executives
• Online Access: http://ir.uitm.edu.my/id/eprint/21278/1/PPb_RUSYDEE%20AQIM%20ROSLAM%20M%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/21278/

The practice of celebrity endorsement has become an effective marketing tool for companies to communicate about their products to the consumers in recent years. The purpose of this study is to investigate the influence of celebrity endorsement on customer purchase intention in smartphone industry. C...