| 000 | 02377nam a2200241 4500 | ||
|---|---|---|---|
| 003 | APU | ||
| 005 | 20230503002036.0 | ||
| 008 | 200818b2019 xxu||||| |||| 00| 0 eng d | ||
| 050 | _aPG-23-0162 | ||
| 100 | 0 |
_aABDUL HADI BIN A HALEM (TP042321) _946184 |
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| 245 | 1 | 0 |
_aIMPACT OF SPORTS APPAREL ON CONSUMERS’ PURCHASE INTENTION : _bA STUDY ON ATHLETES IN KLANG VALLEY / _cABDUL HADI BIN A HALEM. |
| 260 |
_aKuala Lumpur : _bAsia Pacific University, _c2020. |
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| 300 |
_a56 pages : _billustrations ; _c30 cm. |
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| 502 | _aA project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management (UC3F1906BM). | ||
| 520 | _aThe aim of this study is to examine the consumers’ purchase intention on sports apparel by investigating the impact of social influence, celebrity endorsement and brand awareness on purchasing sports apparel. Generally, the demand for sports apparel is caused by the growing number of sports participation in general population and the increasing acceptance for sports apparel in daily wear. Purchase intention is normally referred to the consumers’ behaviour, attitudes and perceptions as well. The data collected for this study was analysed using the IBM SPSS Software. The data analysis and findings of this study indicate greater impacts of the independent variables which include social influence, celebrity endorsement and brand awareness on the consumers’ purchase intention which represents as the dependent variable. Additionally, this study suggests potential ways for marketers in the business organisations to design effective marketing strategies for the sports apparel segment in the market of Malaysia in order to satisfy the potential customers’ value. The recommendations for business organisations to better influence consumers’ purchase intention are discussed, along with the directions for future research | ||
| 650 | 0 |
_aConsumer behaviour _zMalaysia. _947010 |
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| 650 | 0 |
_aBrand loyalty. _947011 |
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| 650 | 0 |
_aSport clothes. _947012 |
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| 650 | 0 |
_aBrand choice. _947013 |
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| 700 | 0 |
_aMs. Michele Shivaanii Sundra Raj _eSupervisor _947714 |
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| 856 | 4 | 0 |
_uhttps://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ _yAvailable in APres _z- Requires login to view full text. |
| 942 |
_2lcc _cUndergraduate Theses |
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| 999 |
_c383424 _d383424 |
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