文章基本信息

标题：Determinants of Employees Purchase Intention towards Celebrity Endorsement in Health and Beauty Product: A Case Study of XYZ Company
本地全文：下载
作者：Irwani Hazlina Binti Abd Samad ; Wan Farah Nadia Wan Iskandar ; Maymunah Ismail 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：9
页码：1235-1252
DOI：10.6007/IJARBSS/v9-i9/6417
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The purpose of study is to identify factors that influence employee’s purchase intention towards celebrity endorsement in health and beauty product. A conceptual framework comprises of three factors which are attractiveness, trustworthiness and attitude is being taken as independent variables. Multiple regression analysis is being carried out to test hypothesis and to establish the causal effect of the variables. The result shows that attractiveness, trustworthiness and attitude has significant and positive impact on employees purchase intention towards celebrity endorsement. It shows that attitude was found to have the strongest effect on the purchase intention. Therefore, the company should take into consideration, in selecting celebrity as endorser of their product based on the attitude of the customer; positive attitude will lead to positive in purchasing product and it lead to improvement of company sales.