Volume 2
- Number 2 (2009)
Volume 3
- Number 1 (2010)
- Number 2 (2010)
Volume 4
- Number 1 (2011)
- Number 2 (2011)
Volume 5
- Number 1 (2012)
- Number 2 (2012)
Volume 6
- 2013
Volume 7
Volume 8
- Number 1 (2015)
- Number 2 (2015)

CALL FOR PAPERS YEAR 2017

IMPORTANT DATES:
Submission Due Date: May 12, 2017
Notification to Authors: May 31, 2017
Journal Publication: July 15, 2017 onwards


EDITORIAL BOARD

Journal of Engineering & Technological Advances
Chief Editor:
Dr. Chia Chee Ming
Deputy Chief Editor:
Dr. Leelavathi Rajamanickam
Editors:
Prof. Omar Munir
Dr. Yap Pow Seng
Pn. Salmaliza Salleh
Mr. Chen Woon Choong
Ms. Kate Lam Woon Yee
 
Asia Pacific Journal of Health Sciences Research
Chief Editor:
Dr Neeraj Malhotra
Deputy Chief Editor:
Prof. Dr. Jamaludin Zainol
Editors:
Datuk Dr Khairiyah Abd Muttalib
Prof. Dr Nyan HL
Assoc. Prof. Tey Kim Kuan
Assoc. Prof. Ong Bee Leng
 
Asia Pacific Journal of Business, Humanities & Education
Chief Editor:
Dr. Mahiswaran Selvanathan
Deputy Chief Editor:
Assoc. Prof. Dr. Stanley Yap
Editors:
Assoc. Prof. Dr. Firdaus Low Abdullah
Dr. Mahadevan Supramaniam
Dr. Chong Wei Ying
Dr. Ramachandran Ponnan
 
 
IMPACTS OF CELEBRITY ENDORSER ON MALAYSIAN YOUNG CONSUMERS: AN EMPIRICAL STUDY IN THE SPORTS INDUSTRY
Author : Swee-Foon Low, Su-Wen Lim
Formats available : Flipbook (English)
You have : FREE Access
 
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Abstract
Competing in a turbulent and competitive business landscape requires organizations to continuously introduce innovative products which meet the trends, lifestyles and expectations of customers. Advertising is the most common and effective tool used in the sports industry in creating awareness and convincing customers about the brand name. There are various types of advertising and one of the most common current advertising forms is celebrity endorsement advertising. The objective of this study is to gain a deeper understanding of the impact of celebrity endorsers leading to purchasing decisions and behavioral intentions of young consumers in sports related products. Specifically, this research examines whether a celebrity endorser adds value to the brand equity of sports products, to what extent a celebrity endorser acts as a role model and an influence to young consumers, to what extent celebrity endorsed advertisements effectively influence young consumers' purchasing decisions and how does negative celebrity information influence consumers' purchasing decisions. The findings revealed that celebrity endorsers do impact the young consumers in some ways as they refer to the celebrities as an important reference group but the impact is not significant. It is also found that Malaysian young consumers perceive the celebrity endorser as a role model who influences their buying decisions. The research also found that negative celebrity information will negatively influence consumers' purchasing decisions due to the reason that the society tends to relate a celebrity's personal life to his profession.
 
Authors(s) Affiliations
SEGi Subang Jaya, Subang Jaya, Selangor, Malaysia.