Professional Documents
Culture Documents
behaviour with mediating role of brand equity: A study on local food brands
According to Ahmad Shaker Nur Shazzana (1 January 2015) Most business firms' marketing
strategies significantly rely on advertising to promote
capitalize on their items and the dominant strategy used currently, which
the practice of using celebrity endorsement. Today, it is said that celebrities are the most
important figures that people look up to and are drawn to. This potent force has
seen to have a significant effect on most businesses, particularly by bolstering the
the name of a firm or a product. While waiting, having a strong brand is
regarded as a company's most asset. It can be accomplished by controlling
the brand equity appropriately. The value of this intangible asset benefits both the
consumer and business. Having a compelling advertising approach is thought to
utilizing celebrity endorsement to market the goods could raise the price of
the brand, which in turn may encourage customers to make purchases. Consequently, this study
is done to understand how celebrity endorsements affect real-world outcomes
consumer purchasing patterns and examining the role of brand equity as a
between these two notions, a mediating variable. This investigation also aimed to
The packaged food products are sold under the Malaysian food brands. When asked about the
products of national brands by local consumers not all Malaysian consumers can remember the
brand's name and characteristics. In actuality, most Malaysian brands have yet to win widespread
acceptance particularly when it comes to food branding. Customers are provided with several
food brand options, including national and international brand names. But
Malaysian customers would choose one brand out of several when presented with the choice.
over local brands, multinational brands (Goi & Chieng, 2011).
This problem is evidenced by inconsistent purchasing behavior.
towards regional food brands by customers.
According to Ahmad Shaker Nur Shazzana (1 January 2015) To accomplish the goals, a
questionnaire was created and given to 300 participants in Penang. Results indicated that
Influential links between celebrity endorsement and real purchasing behavior and celebrity
appeal becomes the primary factor persuading customers to
choose regional food brands. Additionally, findings showed that brand equity modulates the link
between brand promotion by celebrities and real buying behavior
The most important aspect in this interaction is awareness.
According to Ahmad Shaker Nur Shazzana (1 January 2015) The primary goal of the study is to
determine how much of an impact celebrities have.
By using linear regression, endorsement on real buying behavior is accomplished.
test. The findings indicated a strong correlation between celebrity
Consumer endorsement and actual buying behavior. The results show that each of the three
aspects of celebrity endorsement has
a strong connection to real purchase behavior. Additional findings showed that
when analyzing how celebrity endorsement affects actual purchases
Celebrity behavior and attractiveness have the most impact. As opposed to that,
Examining the impact of celebrity endorsement on brand equity requires knowledge of
The greatest influence comes from celebrities because of their talent, knowledge, and
understanding of the brand ambassadors for popular local food brands.
The sample characteristic finding, which shown that in purchasing, supports this.
Customers of local food companies are more drawn to endorsers with expertise in that
location where the chefs themselves are celebrities. Indicators of this include a higher recall rate
for the local food companies that receive culinary celebrities' endorsements. The abilities and
knowledge that they have demonstrated the effectiveness of local food brands by endorsing
them, promotion that increased brand equity and prompted purchases
behavior.
s816041_01.pdf (uum.edu.my)
Related Foreign Study # 5 The Effect of Celebrity Endorsement on Customer Purchase
Intention: A Comparative Study
https://www.researchgate.net/publication/
322987493_The_Effect_of_Celebrity_Endorsement_on_Customer_Purchase_Intention_A_Comparative
_Study