The effects of multiple product endorsements by celebrities on purchase intentions | |
| Author | Lasuin, Charlie Albert |
| Call Number | AIT RSPR no.SM-06-114 |
| Subject(s) | Celebrities Joint products |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-114 |
| Abstract | Celebrity is one of the most celebrated people who rose from a reputable background. lavish lifestyle and attractive in the eyes of the public. Due to this reasons, the marketers turned this treats into an opportunity to promote their product and brands using celebrity. In 1893 the termed celebrity endorsement was born into this world of red ocean market. Since then, the celebrity endorsement has been recognized as a ubiquitous feature of' modern marketing. The celebrity endorsement provides a million dollar industry to the big company which they invest selecting the perfect celebrity to endorse their product and brands. This lazy advertising effort finally turned the usage of a celebrity who endorsed for a single-product to multiple product endorsement. The problems arise in terms of credibility of this celebrity - does consumer perceive the celebrity with multiple product endorsements has a highest credibility? What will be happen to the purchase intentions among them? Is there any effects? These interesting yet obvious questions lead to the implementation of this study in Malaysia. The top two local celebrities becomes the backbone of this study which further elaborates consumer perceptions on their credibility as a multiple product endorser and the effects on purchase intentions |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Dimmitt, Nicholas J ;Lalit M Johri ; |
| Scholarship Donor(s) | Ministry of Higher Education, Malaysia ; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |