The Use of Celebrity Endorsement and its Effects towards Car Aficionados’ Purchase Intention: A Study on Automotive Industry in Malaysia
DOI:
https://doi.org/10.37134/mrj.vol12.2.3.2023Keywords:
Celebrity endorsement, car aficionados, purchase intention & automotive industryAbstract
Celebrity endorsement is one of the popular marketing communication strategies used by many brands to draw attention and attract consumers. Advertisers are willing to spend huge amounts of money to endorse these celebrities knowing that they are the personal and social favorites to influence consumers’ purchase intention as well as their lifestyles, especially in the beauty and fashion industry. Previous research regarding the effectiveness of celebrity endorsement has been done widely, but very little or no studies have been done on automotive brands specifically in Malaysia. Therefore, this study aims to identify the use of celebrity endorsement towards car aficionados, to identify the purchase intention among car aficionados, and to identify the relationship between the use of celebrity endorsement and purchase intention. Hence, this study used a quantitative method distributed to 177 automotive club members. Findings show there are significant impacts of using celebrity endorsement as a marketing communication strategy toward car aficionados’ purchase intention. Results show the attractiveness, trustworthiness, expertise, and congruence of the endorser will lead to purchase intention. The implication of this study is that automotive brands should plan strategically in deciding the right celebrities to represent their brands based on their knowledge and expertise instead of just focusing on the physical appearance of the celebrities.
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