ISSN: 2222-6990
Open access
Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name and it is undeniable celebrity plays a big role in persuading customers. It has become an effective tool to attract customers and helps to create purchase intention among them. Therefore, there are many elements that need to be highlighted in findings the right celebrity to endorse the product. To gain better insight, celebrity attractiveness, celebrity trustworthiness, celebrity expertise and the fit between the celebrity and the endorser are the element tested in the study. The study was conducted to examine the effect of using different celebrity for the same product brand on purchase intention among students. Quantitative method has been employed for this study and survey questionnaire used to collect the data. Questionnaires were collected across faculties at one of the public University in Malaysia and the result of the study indicated only the fit between Celebrity A and the endorsed product associated with purchase among students. Meanwhile, all other independent variables may not lead to purchase intention among students. Recommendation and future study are discussed.
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In-Text Citation: (Aziz, Omar, & Ariffin, 2019)
To Cite this Article: Aziz, Z. D. A., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsement towards Purchase Intention among Students in One Public University in Malaysia. International Journal of Academic Research Business and Social Sciences, 9(5), 498–507.
Copyright: © 2019 The Author(s)
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