Please use this identifier to cite or link to this item:
https://archive.cm.mahidol.ac.th/handle/123456789/2983
Title: | Celebrity endorsement's effectiveness toward consumer purchase intention. |
Authors: | Titikorn Narongrith |
Keywords: | Marketing and Management Purchase intention Celebrity endorsement |
Issue Date: | 7-Jun-2019 |
Publisher: | มหาวิทยาลัยมหิดล |
Citation: | 2019 |
Abstract: | The purpose of this paper is to conceive the factors that influence celebrity endorsement’s effectiveness toward consumer purchase intention. Secondly, to find out what celebrity endorsement can do to shift consumer’s perception toward overall brand, brand awareness and brand image. Thirdly, what is consumer perception after celebrity endorsement activity. Hypotheses were tested by questionnaire and collect data from 400 respondents who has exposure with any celebrity endorsement with in the last 6 months especially in supplementary diet category. The finding of this research showed that attitude toward celebrity, brand image, and brand awareness are the essential factors that mainly impact on the consumer purchase intention. In addition, older consumers are more receptive to celebrity endorsement compare to younger consumers. |
URI: | https://archive.cm.mahidol.ac.th/handle/123456789/2983 |
Other Identifiers: | TP MM.004 2019 |
Appears in Collections: | Thematic Paper |
Files in This Item:
File | Description | Size | Format | |
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TP MM.004 2019.pdf | 3.04 MB | Adobe PDF | ![]() View/Open |
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