Cho, Chooi Ling (2019) The Elements Of Celebrity Endorsement In Affecting Brand Loyalty Of Consumer Towards Brand Or Product. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)
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The Elements Of Celebrity Endorsement In Affecting Brand Loyalty Of Consumer Towards Brand Or Product.pdf - Submitted Version Download (529kB) |
Abstract
The purpose of this quantitative research are to explore on how the elements of celebrity endorsement will be able to affect brand loyalty of a consumer towards brand or product. The effects on variables are closely linked to one another such as how elements of celebrity endorsement (attractiveness, credibility and image congruence) are able to affects brand loyalty of a consumer. The primary data will be collected from roughly 384 consumers which majorly from Selangor state. The data will then be analysed with statistical tool which will be able to reveals how brand loyalty of consumer will be affected by celebrity endorsement. Thus, this research also advances the practical and theoretical understanding of the relationships between the elements of celebrity endorsement in affecting brand loyalty of a consumer
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Brand loyalty, Customer loyalty, Consumers' preferences, Consumer behavior |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Norfaradilla Idayu Ab. Ghafar |
| Date Deposited: | 22 Jul 2020 08:29 |
| Last Modified: | 28 Jul 2020 08:04 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/24472 |
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