QR Code Link : Type : Academic Journal Main Author : Prof. Datuk Seri Dr. Md. Zabid Abdul Rashid , Jainthy Nallamuthu and Prof. Datin Paduka Dr. Samsinar Md. Sidin Title : Perceptions of advertising and celebrity endorsement in Malaysia Varying Form of Title : Asia Pacific Management Review , (2002), Vol.7 (4), Pages 535-554 Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Publisher : Asia Pacific Management Review Year of Publication : 2002 Summary : The purpose of this paper is to examine the overall perceptions of Malays, Chinese, and Indian consumers towards advertising by celebrities, and the influence of celebrity advertising towards customer purchasing behavior. The results showed that the Malays and Chinese were most familiar with certain celebrities than others. There were also significant differences between the Malays, Chinese, and Indian consumers on their attitudes towards advertising by celebrities, consumers’ perceptions of product endorsement by celebrities. the celebrity’s credibility, and brand selection. Overall, the respondents agreed that advertising by celebrities influenced them in making decisions to purchase a product. The implications of the research are discussed. Corporate Name : UNIRAZAK Library PDF Guest : Click to view PDF file

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