The Influences Of Celebrity Endorsement Towards Customer Preferences On Beauty Products

Noor Azam, Nurul Azlina (2017) The Influences Of Celebrity Endorsement Towards Customer Preferences On Beauty Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Influences Of Celebrity Endorsement Towards Customer Preferences On Beauty Products.pdf - Submitted Version Download (220kB)

Abstract

This research provides an analysis about the influences of Malaysian celebrity endorsement towards customer preferences on local beauty products. The research draws attention of local beauty product owner or founder. Therefore, this research focuses on how Malaysian celebrity endorsement can influence the customer preferences on choosing local beauty products It uses three independent variables to measure the relationship between celebrity endorser attributes and customer preferences. There are trustworthiness, celebrity expertise and physical appearance. Since this research use quantitative method, 384 of questionnaires have been distributed randomly around Malacca state. Besides that, online survey and email survey also use in this research either face to face survey. The realization of this methodology was made potential concluded a fresh company/ brand image. As a result, this research will give big contribution to the marketers by improving their decision making process in choosing the right celebrity endorsement. The result will be useful for further study in customer preferences and brand/company image.

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