EFFECT OF CELEBRITY ENDORSEMENT IN THE PURCHASE INTENTION OF AUTOMOBILES AMONG GENERATION Y : APPLICATION OF THE TEARS MODEL / JASTINA PUTERI SIMANDJOENTAK.
Material type:
TextPublication details: Kuala Lumpur : Asia Pacific University, 2020Description: 96 pages : illustrations ; 30 cmSubject(s): Celebrities -- Social aspects -- Asia | Celebrities -- Economic aspects -- Asia | Advertising -- Automobiles | Consumer satisfaction -- Young consumers -- MalaysiaLOC classification: PG-23-0176Dissertation note: A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology & Innovation for the degree of B.A (Hons) in Marketing Management (UC3F1906KMGT). Summary: This paper aims to identify the effect of celebrity endorsement towards the purchase intentions of generation Y in the South Kuala Lumpur are on the automobile industry; by using the TEARS model as the variables to find out if any linkages exist.
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APU Library Reference Collection | Undergraduate Theses | PG-23-0176 (Browse shelf (Opens below)) | 1 | Not for loan (Restricted access) | 00018620 |
A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology & Innovation for the degree of B.A (Hons) in Marketing Management (UC3F1906KMGT).
This paper aims to identify the effect of celebrity endorsement towards the purchase intentions of generation Y in the South Kuala Lumpur are on the automobile industry; by using the TEARS model as the variables to find out if any linkages exist.
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