Kesan Penglibatan Selebriti Lelaki Dalam Iklan Produk Kecantikan

• Main Author: Poh, Jiana
• Format: Final Year Project Report
• Language: English; English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2014
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/23999/1/KESAN%20PENGLIBATAN%20SELEBRITI%2024pgs.pdf; http://ir.unimas.my/id/eprint/23999/4/Poh%20Jiana.pdf; http://ir.unimas.my/id/eprint/23999/

The purpose of conducting the research was to find out the impact of male and female celebrity endorser in gender-typed beauty product advertisement. Theory of Reasoned Action (TRA) model was used to understand how the celebrity endorser credibility and celebrity endorser match-up with the product endorsed affect the attitude toward the celebrity endorser, liking of the advertisement, attitude toward the advertisement and purchase intention. A 2x2 factorial design is implemented. The findings of the research showed that there were significant differences between the impact of male and female celebrity endorser in the celebrity endorser credibility, celebrity endorser match-up with the product endorsed, liking of the advertisement, attitude toward the advertisement, and purchase intention in female beauty product advertisement. However, in male beauty product advertisement, not all the variables showed significant differences such as the celebrity endorser credibility and purchase intention of the product endorsed.