Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement

Wan Roazha Wan Mat and Nelson Lajuni and Amran Harun and Azaze@Azizi Abdul Adis (2020) Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement. Journal of critical reviews (JCR), 7 (13). pp. 2512-2523. ISSN 2394-5125

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Abstract

The purpose of this study is to addresses the issue of how gender affecting attitude towards the intention to imitate Korean celebrity endorsement in advertisement among young Malaysians. Particularly, the researchers would like to scrutinize whether young Malaysians male and female are different attitudinally when it comes to intention to imitate Korean celebrity endorsement. A survey of 602 young consumers aged between 18 to 29 years old were participated in this study. A Multi-Group Analysis (PLS-MGA) was carried out to examine differences between two groups (male and female) in particular their intention to imitate Korean celebrity in Malaysia. The results demonstrate the comparative study of gender between male and female attitude toward the intention to imitate korean celebrity endorsement, there are no different if we want to see which characteristics, even though, whether celebrity characteristics the results is the same from male and female. However, the current researchers found that there was a different effect in terms of the level of acceptance of male and female when they affected by celebrity. The result shows that although there are relationship between attractiveness, credibility, trustworthiness, expertise, and attitude towards intention to imitate Korean celebrity endorsement, but they did not indicate major differences between male and female. In addition, there were no significant difference between male group and female group.

Item Type:	Article
Keyword:	Korean Wave, Celebrity Endorsement, Gender, Attitude, Intention to Imitate
Subjects:	H Social Sciences > HV Social pathology. Social and public welfare. Criminology
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	15 Apr 2021 08:25
Last Modified:	15 Apr 2021 08:25
URI:	https://eprints.ums.edu.my/id/eprint/26763

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