UTAR Institutional Repository

The impact of celebrity endorsement on young adult’s purchase intention of cosmetic products

Tam, Kah Yean (2022) The impact of celebrity endorsement on young adult’s purchase intention of cosmetic products. Final Year Project, UTAR.

[img]
Preview
 PDF
Download (1808Kb) | Preview

    Abstract

    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).

    Item Type: Final Year Project / Dissertation / Thesis (Final Year Project)
    Subjects: H Social Sciences > HF Commerce
    Divisions: Faculty of Accountancy and Management > Bachelor of International Business (Honours)
    Depositing User: Sg Long Library
    Date Deposited: 16 Dec 2022 20:36
    Last Modified: 16 Dec 2022 20:36
    URI: http://eprints.utar.edu.my/id/eprint/4868

    Actions (login required)

    		 View Item
    EPrints Logo
    UTAR Institutional Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.