Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal
The main purpose of this study is to study the factors determining the effectiveness of celebrity endorsed advertisements: The case of Jakel Kuala Lumpur. In theory parts are described four factors which are perceived expertise, trustworthiness, attractiveness and credibility. A descriptive research...
| Main Authors: | , |
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| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business and Management
2016
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/26816/ |
| _version_ | 1848806611499352064 |
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| author | Hashim, Nazatul Atikah Zainal, Nor Diana |
| author_facet | Hashim, Nazatul Atikah Zainal, Nor Diana |
| author_sort | Hashim, Nazatul Atikah |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The main purpose of this study is to study the factors determining the effectiveness of celebrity endorsed advertisements: The case of Jakel Kuala Lumpur. In theory parts are described four factors which are perceived expertise, trustworthiness, attractiveness and credibility. A descriptive research design was adopted for this study. The data was collected from 125 respondents that are customers of Jakel Kuala Lumpur. In addition, from the SPSS analysis, it indicates that there is a relationship between perceived expertise and effectiveness of celebrity endorsement in advertisement. However, the finding also shows that there are no relationship between trustworthiness, attractiveness and credibility with effectiveness of celebrity endorsement in advertisement. Next, the findings also stated that perceived expertise is the most influencing factor that can influence the effectiveness of celebrity endorsement. All the findings of this study can be used and improvised in the future in order to get the better results. |
| first_indexed | 2025-11-14T22:29:41Z |
| format | Student Project |
| id | uitm-26816 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:29:41Z |
| publishDate | 2016 |
| publisher | Faculty of Business and Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-268162020-04-01T03:53:24Z https://ir.uitm.edu.my/id/eprint/26816/ Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal Hashim, Nazatul Atikah Zainal, Nor Diana Advertising Theory. Relation to other subjects The main purpose of this study is to study the factors determining the effectiveness of celebrity endorsed advertisements: The case of Jakel Kuala Lumpur. In theory parts are described four factors which are perceived expertise, trustworthiness, attractiveness and credibility. A descriptive research design was adopted for this study. The data was collected from 125 respondents that are customers of Jakel Kuala Lumpur. In addition, from the SPSS analysis, it indicates that there is a relationship between perceived expertise and effectiveness of celebrity endorsement in advertisement. However, the finding also shows that there are no relationship between trustworthiness, attractiveness and credibility with effectiveness of celebrity endorsement in advertisement. Next, the findings also stated that perceived expertise is the most influencing factor that can influence the effectiveness of celebrity endorsement. All the findings of this study can be used and improvised in the future in order to get the better results. Faculty of Business and Management 2016 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/26816/1/PPb_NAZATUL%20ATIKAH%20HASHIM%20BM%20M%2016_5.pdf Hashim, Nazatul Atikah and Zainal, Nor Diana (2016) Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal. (2016) [Student Project] <http://terminalib.uitm.edu.my/26816.pdf> (Unpublished) |
| spellingShingle | Advertising Theory. Relation to other subjects Hashim, Nazatul Atikah Zainal, Nor Diana Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title | Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title_full | Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title_fullStr | Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title_full_unstemmed | Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title_short | Factors determining the effectiveness of celebrity endorsed advertisements: the case of Jakel Kuala Lumpur / Nazatul Atikah Hashim and Nor Diana Zainal |
| title_sort | factors determining the effectiveness of celebrity endorsed advertisements: the case of jakel kuala lumpur / nazatul atikah hashim and nor diana zainal |
| topic | Advertising Theory. Relation to other subjects |
| url | https://ir.uitm.edu.my/id/eprint/26816/ |