The changing business environment has propelled marketers to use different kinds of marketing strategies to achieve their organizational goals and celebrity endorsement is often adopted by corporations to attain marketing objectives. Despite the importance of celebrity endorsement in making products more noticeable, attractive and compelling to consumers, there are little or no studies that specifically investigate how endorsing celebrities influence young consumers to purchase L’Oreal’s skin-care products in Malaysia. Thus, the study is undertaken to investigate how celebrity endorsement influences young consumer’s purchase intentions of L’Oreal’s skin-care products. The study aims to ascertain whether there is a correlation between celebrity endorsement in advertising campaigns and young consumer’s purchase intentions of L’Oreal’s skin-care products in Selangor. Young consumers were selected because they tend to be more beauty and image conscious. Random sampling procedure is used in this study to select the subjects. A questionnaire instrument is used to measure celebrity endorsement, source attractiveness, source expertise, source trustworthiness and consumer’s purchase intentions. The data collected through the questionnaire instrument answered the research questions in this study namely, a) what is the impact of celebrity endorsement on young consumer’s purchase intentions of L’Oreal’s skin-care products? b) How do endorsers’ characteristics influence young consumer’s purchase intentions of L’Oreal’s skin-care products? This study was designed based on Ohanian’s Source Credibility Theory because the effectiveness of an advertisement is determined by the source’s credibility, attractiveness and expertise. On analyzing the data using Statistical Package for Social Sciences, the results found that celebrity endorsement and celebrity characteristics enhance young consumers’ purchase intentions of L’Oreal’s skin-care products. The implication of this finding is that the brand managers of L’Oreal should pay more attention to the expertise of the endorsers and select the celebrities based on their level of experience and knowledge to make correct claims about the advertised brand instead of selecting celebrities solely based on their physical appearance and attractiveness.
Alsmadi, S. (2006). The power of celebrity endorsement in brand choice behaviour: An
empirical study of consumer attitudes in Jordon. Journal of Accounting-Business &
Management, 13: 69-84.
Azuizkulov, D. (2013). Country of origin and brand loyalty on cosmetic products among
Universiti Utara Malaysia students. Atlantic Review of Economics, 2. www.unagaliciamoderna.com. 2 December, 2014
Bahrom, F. H., and Idris, I. (2013). Determinants influencing Malaysian generation y purchase
intention towards local celebrity-endorsed apparels. Paper presented at ‘The 3rd Malaysia International Conference on Management at Penang, 10 - 11 June 2013
Belch, G. E., and Belch, M. A. (2009). Advertising and promotion: An integrated marketing
Communication sperspective,8th edn., New York: McGraw-Hill
Bluman, A. G. (2001). Elementary statistics: A step by step approach, 4th edn. New York:
McGraw-Hill.
Bowman, J. (2002). Facing advertising reality. Media Asia, 7(26), 14- 15.
Collis, J., and Hussey, R., (2009). Business research: a practical guide for undergraduate and
postgraduate students, 3rd edn. Basingstoke: Palgrave Macmillan
Daye, D., and Auken, B. (2010). Celebrity endorsement guide. Brand Aid.
http://www.brandingstrategyinsider.com. 14 August, 2014
Department of Statistics Malaysia, (2012). Population distribution and basic
demographic characteristic report. www.statistics.gov.my. 2 December, 2014.
Erdogan, B. Z. (2010). Celebrity endorsement: A literature review. Journal of Marketing
Management, 15(4), 291-314. http://www.tandfonline.com. 14 August, 2014
Fosgate, G. T. (2009). Practical sample size calculations for surveillance and diagnostic
investigations. Journal of Veterinary Diagnostic Investigation, 21: 3–14. www.sagepub.com. 23 August, 2014
Goldsmith, R. E., Lafferty, B. A., and Newell, S. J. (2000). The impact of corporate credibility
and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Jain, V. (2011). Celebrity endorsement on its impact on sales: A research analysis carried out in
India. Global Journal of Management and Business Research, 11(4), 69-84. http://www.globaljournals.org. 14 August, 2014
Jaiprakash, A. T. (2008). A conceptual research on the association between celebrity
endorsement, brand image and brand equity. Journal of Marketing Management, 7(4), 54-64.
Klaus, N., and Bailey, A. A. (2008). Celebrity endorsements: An examination of
gender and consumers’ attitudes. American Journal of Business, 23(2), 53-61.
Kok, W. K., and Li, W. Y. (2013). Measuring the impact of celebrity endorsement on consumer
behavioural intentions: A study of Malaysian consumers. International Journal of Sports Marketing &Sponsorship ,14(3)
Kotler, P., and Armstrong, G. (2010). Principles of Marketing, 12th edn. New Jersey: Prentice
Hall.
Lee, J. G., and Thorson, E. (2008).The impact of celebrity-product incongruence on the
effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449
Lin, L. (2011). The impact of advertising appeals and advertising spokespersons on advertising
attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446-8457. 14 August, 2014
New Straits Times. (2012). Country's literacy rate above 93 per cent.
http://www.nst.com.my.2 December, 2014
Norudin, M. (2005). Career women: The need for image building as a culture at a work place.
Proceeding paper in 2nd Asia Pacific Business Conference, Putrajaya, Malaysia
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity
endorser’s perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3), 39-52.
Prasad, C. S. J. (2013). Brand endorsement by celebrities impacts towards customer satisfaction.
African Journal of Business Management, 7(35), 3630-3635. www.academicjournals.org/AJBM. 20 October, 2014
Sam, M. F. M., and Tahir, M. N. H. (2009). Website quality and consumer online purchase intentionof air ticket. International Journal of Basic & Applied Sciences, 9(10), 4-9. www.ijens.org. 14 August, 2014
Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership.
http://www.worldlywriter.com. 28 August, 2014
Sekaran, U., and Bougie, R., (2010). Research Methods for business: A skill building approach,
5th edn. John Wiley & Sons
Seno, D., and Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A
conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1), 121 – 134. http://dx.doi.org/10.1108/03090560710718148. 14 August, 2014
Shimp, T. A. (2007). Integrated marketing communications in advertising and
promotion. 7thed. USA: Thompson South-Western
Shukre, A., and Dugar, N. (2012). Effect of celebrity endorsements on consumers’ decision-
making processes: A study of television advertisements for selected FMCG products. International Journal of 360o Management Review, 1(1), 1-16. www.ij360mr.com. 1 September, 2014
Simmers, C. S., Damron-Martinez, D., and Haytko, D. L. (2009). Examining the effectiveness of
athlete celebrity endorser characteristics and product brand type: The endorser expertise continuum. Journal of Sport Administration & Supervision 1(1), 52-64. http://hdl.handle.net/2027/spo.6776111.0001.110. 1 September, 2014
Sivesan, S. (2013). Impact of celebrity endorsement on brand equity in cosmetic product.
International Journal of Advanced Research in Management and Social Sciences, 2(4), 1-11. www.garph.co.uk. 14 August, 2014
Tirtiroglu, E., and Elbeck, M. (2008). Qualifying purchase intentions using queuing theory.
Journal of Applied Quantitative Methods, 3(2), 167-179. http://www.jaqm.org. 14 August, 2014
Weng, J. T., and Run, E. C. D. (2013). Consumers’ personal values and sales promotion
preferences effect on behavioral intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1). www.emeraldinsight.com/1355-5855.htm. 13 August, 2014
Zafar, Q., and Rafique, M. (2012). Impact of celebrity advertisement on customers’ brand
perception and purchase intention. Asian Journal of Business and Management Sciences, 1(11), 53-67. http://www.ajbms.org. 14 August, 2014
Zoubi, M. O. A., and Bataineh, M. T. (2011). The effect of using celebrities in advertising on the
buying decision: Empirical study on students in Jarash Private University. American Journal of Scientific Research, 13: 59-70. http://www.eurojournals.com/ajsr.htm. 14 August, 2014.
In-Text Citation: (Adzharuddin, Salvation, 2020)
To Cite this Article: Adzharuddin, N. A., Salvation, M. (2020). The Influence of Celebrity Endorsement on Young Consumers’ Purchase Intention: The Case of L’oreal’s Skin-Care Products. International Journal Academic Research in Business and Social Sciences. 10(8), 733-751.
Copyright: © 2020 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
