Celebrity Endorsement and Purchase Intention: What Influenced Malaysian Youth Most?

Abstract

The celebrity endorsement strategy has changed the way we think about marketing. This phenomenon has shaped a new advertising strategy which emphasis celebrity involvement to promote one product or/and services. In this regard, this paper aims to discover the influence of celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) towards Malaysian youth purchase intention (PI). A quantitative analysis was carried out and correlation research design was chosen for this research as the intention of this study is to see if a relationship does exist among celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) toward Malaysian youth purchase intention (PI). 138 respondents answered the questionnaire via online. Finding showed only three independent variables that are celebrity endorser attractiveness (ATT), product match-up (PMU) and consumer perception of quality (Qua) significantly contribute to the purchase intention. The study recommended that subsequent studies on celebrity endorsement should consider other age groups (e.g., adult). This study has also restricted itself to quantitative study. To provide deeper insights into the topic matter, it is recommended that subsequent studies should be conducted through qualitative research.