Efficiency of celebrity endorsement on consumer brand loyalty Malaysia sport industry

Hoh, Chee Seng (2019) Efficiency of celebrity endorsement on consumer brand loyalty Malaysia sport industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, celebrity endorsement is the common advertising strategy to advertising product especially in the Malaysia sport industry. From consumer perspective, customer want to own the brand that have a good reputation in the market. When the brand are involve the well-known celebrity, it become more alluring and consumer feel that by using particular brand they will gain some status because celebrity endorsed products satisfy this longing of enjoying a brand that come with the symbol of the status and lead to the brand loyalty. Quantitative research was used to conduct this research. This research is found out what component of celebrity will affect the consumer brand loyalty in Malaysia sport industry and this study had adopted Ohanian Model theory where the Celebrity Attractiveness, Celebrity Trustworthiness and Celebrity Expertise were the focused factor. There are total 385 respondents who live Selangor and Kuala Lumpur area were participated in this research using the convenience sampling technique. Software Package for Social Science (SPSS) was used to analyse the collected data. The data analyze that conducted in this study were descriptive analyse, Pearson correlation and multiple regression analyse to describe the variable numerically and found out the relationship between the independent variables and dependent variable. The result shows all of the factors that proposed had significantly influence consumer brand loyalty toward the sport product. Celebrity Expertise was the most influencing factor and the entire research objective had been achieved in this study. The finding would contribute for practitioners to have a clear understanding especially for the marketers and advertiser.

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