The influence of role models on young adults purchase

• Main Authors: Ernest Cyril, de Run, Muhammad Mohsin, Butt, Chung, Yen Nee
• Format: E-Article
• Language: English; English
• Published: Jurnal Kemanusiaan 2010
• Subjects: AC Collections. Series. Collected works; H Social Sciences (General); HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/547/1/34%20The%20influence%20of%20role%20models%20on%20young%20adults%20purchase%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/547/2/34%20The%20influence%20of%20role%20models%20on%20young%20adults%20purchase.pdf; http://ir.unimas.my/id/eprint/547/

This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using c...