The influence of celebrity endorsement and attachment to celebrity on customer attitude towards brand and purchase intention among people in Kota Kinabalu

Norzaini Saupi (2013) The influence of celebrity endorsement and attachment to celebrity on customer attitude towards brand and purchase intention among people in Kota Kinabalu. Masters thesis, University Malaysia Sabah.

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Abstract

The purpose of this study to examine the influences of celebrity endorsement and attachment to celebrity on customer attitude toward brand and purchase intention among people in Kota Kinabalu. A modified framework adapted from Ilicic and Webster (2011) and Biwas, Hussain, and O'Donnell (2009) was used for this research. Individual consumer aged above 16 years old that know Yuna endorsed by Canon were the unit of analysis of this study. By using questionnaires survey, a total of 200 returned questionnaires were collected throughout Kota Kinabalu area. The findings of the current study confirmed that celebrity endorsement and attachment to celebrity have positively significant influence on purchase intention and attitude toward brand that endorsed by Yuna. Moreover, the result of this study indicates the relationship between attitude toward brand and purchase intention have fully supported. The results of the study also revealed that attitude toward brand as mediator make the largest contribution in influencing customer purchase intention among people in Kota Kinabalu. In contract, attractiveness of celebrity endorsement have no significant impact on influencing customer attitude toward brand and purchase intention. The result from this study also found relatedness dimension of attachment to celebrity have no significant impact on influencing customer attitude toward brand and purchase intention. In addition, competence has no impact on attitude toward brand but it has a positive significant on customer purchase intention. The mediating role of attitude toward brand have supported with partial mediation for both celebrity endorsement and attachment to celebrity with purchase intention.

Item Type:	Thesis (Masters)
Keyword:	celebrity endorsement, customer attitude, purchase intention, brand
Subjects:	H Social Sciences > HF Commerce
Department:	SCHOOL > School of Business and Economics
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	06 May 2014 13:45
Last Modified:	21 Feb 2019 15:39
URI:	https://eprints.ums.edu.my/id/eprint/8952

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