The impact of celebrity endorsement on young adult’s purchase intention of cosmetic products
This research project is about celebrity endorsements as a marketing strategy. While celebrity endorsements are risky, they are widely used by many companies nowadays as a strategy to achieve a competitive advantage. The objective of this research is to examine the relationship between variables suc...
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| Format: | Final Year Project / Dissertation / Thesis |
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2022
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| Online Access: | http://eprints.utar.edu.my/4868/ http://eprints.utar.edu.my/4868/1/44._Tam_Kah_Yean_1805060.pdf |
| Summary: | This research project is about celebrity endorsements as a marketing strategy. While celebrity endorsements are risky, they are widely used by many companies nowadays as a strategy to achieve a competitive advantage. The objective of this research is to examine the relationship between variables such celebrity attractiveness, trustworthiness, expertise, and young adult’s purchase intention. With a sample size of 119 teenagers, a quantitative technique was applied in this research. The relationship between independent and dependent variables was also investigated using Cronbach's Alpha model and multiple regression analysis. In addition, all data collected from respondents was analysed using the Statistical Package for Social Sciences (SPSS). |
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