The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley
This study examines the impact of K-POP celebrity endorsements on consumer behaviour and brand perception among university students in Malaysia’s Klang Valley region. The problem lies in understanding whether such endorsements influence consumer awareness, deliberation, and purchasing intention, and...
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| Format: | Final Year Project / Dissertation / Thesis |
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2024
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| Online Access: | http://eprints.utar.edu.my/7052/ http://eprints.utar.edu.my/7052/1/WONG_TENG_YI_2004756_FYP2_LIBRARY_VERSION.pdf |
| _version_ | 1848886836118683648 |
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| author | Wong, Teng Yi |
| author_facet | Wong, Teng Yi |
| author_sort | Wong, Teng Yi |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | This study examines the impact of K-POP celebrity endorsements on consumer behaviour and brand perception among university students in Malaysia’s Klang Valley region. The problem lies in understanding whether such endorsements influence consumer awareness, deliberation, and purchasing intention, and whether the image of K-POP celebrities aligns with the intended brand perception to foster long-term loyalty. A quantitative research method was employed,
using a survey distributed to 55 university students aged 18 to 25, with 5 students participating in a pilot test. The findings reveal that K-POP endorsements significantly impact consumer decision-making processes, particularly in terms of brand awareness and consideration. Additionally, the study shows that a strong alignment between the celebrity’s image and brand values plays a critical role in enhancing brand loyalty and consumer engagement. Marketers are advised to strategically align celebrity endorsements with brand identity to maximize their influence on young consumers, as misalignment may lead to weaker brand loyalty. Further
research is recommended to explore the long-term sustainability of such endorsements across different cultural contexts.
Keywords: K-POP culture, celebrity endorsement, consumer behaviour, brand perception,decision-making, brand loyalty.
Subject Area: HF5801-6182 Advertising
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| first_indexed | 2025-11-15T19:44:49Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-7052 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:44:49Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-70522025-01-14T03:02:56Z The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley Wong, Teng Yi H Social Sciences (General) HD Industries. Land use. Labor HJ Public Finance This study examines the impact of K-POP celebrity endorsements on consumer behaviour and brand perception among university students in Malaysia’s Klang Valley region. The problem lies in understanding whether such endorsements influence consumer awareness, deliberation, and purchasing intention, and whether the image of K-POP celebrities aligns with the intended brand perception to foster long-term loyalty. A quantitative research method was employed, using a survey distributed to 55 university students aged 18 to 25, with 5 students participating in a pilot test. The findings reveal that K-POP endorsements significantly impact consumer decision-making processes, particularly in terms of brand awareness and consideration. Additionally, the study shows that a strong alignment between the celebrity’s image and brand values plays a critical role in enhancing brand loyalty and consumer engagement. Marketers are advised to strategically align celebrity endorsements with brand identity to maximize their influence on young consumers, as misalignment may lead to weaker brand loyalty. Further research is recommended to explore the long-term sustainability of such endorsements across different cultural contexts. Keywords: K-POP culture, celebrity endorsement, consumer behaviour, brand perception,decision-making, brand loyalty. Subject Area: HF5801-6182 Advertising 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/7052/1/WONG_TENG_YI_2004756_FYP2_LIBRARY_VERSION.pdf Wong, Teng Yi (2024) The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley. Final Year Project, UTAR. http://eprints.utar.edu.my/7052/ |
| spellingShingle | H Social Sciences (General) HD Industries. Land use. Labor HJ Public Finance Wong, Teng Yi The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title | The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title_full | The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title_fullStr | The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title_full_unstemmed | The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title_short | The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley |
| title_sort | impact of celebrity endorsement on consumer behaviour and brand perception: a study of kpop culture's influence among the university students in klang valley |
| topic | H Social Sciences (General) HD Industries. Land use. Labor HJ Public Finance |
| url | http://eprints.utar.edu.my/7052/ http://eprints.utar.edu.my/7052/1/WONG_TENG_YI_2004756_FYP2_LIBRARY_VERSION.pdf |