Perceptions of advertising and celebrity endorsement in Malaysia

by Prof. Datuk Seri Dr. Md. Zabid Abdul Rashid , Jainthy Nallamuthu and Prof. Datin Paduka Dr. Samsinar Md. Sidin

Asia Pacific Management Review , (2002), Vol.7 (4), Pages 535-554

Abstract

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.

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