Examining the impact of celebrity endorsement on student’s purchase intention of smartphone / Zarith Delaila Abd Aziz and Zarith Thuraya Abd Aziz

• Main Authors: Abd Aziz, Zarith Delaila, Abd Aziz, Zarith Thuraya
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA 2021
• Subjects: Branding (Marketing)
• Online Access: https://ir.uitm.edu.my/id/eprint/56425/1/56425.pdf; https://ir.uitm.edu.my/id/eprint/56425/; https://myjms.mohe.gov.my/index.php/ABRIJ/article/view/15126

Consumers in Malaysia have witnessed the use of smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The obje...