Impact of Celebrity Advertisement on Customer Brand Perception and Purchase Intention in Malaysia

Introduction

The new era and high technology of modern world was appearing many way and technique to help the marketer to market and promote their product. The most direct and effective way to promote and get the high attention from consumer is advertisement. Advertisement can be distribute through many different way mainly from media mass included TV, radio, newspaper, magazine, poster, billboard even though the public transportation such as bus, rail, taxi and the building also be the target of publishing the advertisement. But with the notion and the new generation creativity, people tend to come out a bunch of idea in the advertisement. As mention, advertising with celebrity’s endorsement is one popular way of advertising to enhance their brand (Ohanian,1991). Thus, celebrity advertisement was arise as a tactic which can attract consumer attraction and impressive.

Celebrity advertisement has to hire some celebrities which is the people who very persuasive and recognition by the public with their outstanding characteristic and special skill to effect the society to agree and accept with their statement or announcement (McCracken, 1989). Due to the word and deeds of the celebrities, the societies always keep a watchful eye on them so the celebrities have to foster a good image to match with the company condition. The celebrities can be actor/ actress, model, athlete and mostly come from entertainment industry. Celebrity advertisement lead to the perceived value of the product and that perceived value of the product leads to the purchase intention. Customer purchasing are always influence by the surrounding factor, those include pricing, promotional, placing, and also people. Therefore, celebrity plays an important role to affect the customer has the intention to purchase the product.

When the marketers know how powerful the celebrity advertisement impact to the consumers, there are plenty of tensions and pressures that impose on the advertisers for achieving to the firm’s financial objectives (Ferle & Choi, 2005). Therefore, the celebrity advertisement would selective the celebrity endorsers there are famous and well known by the consumer to be representative for the brand of the product or services. This action let the consumer recall about that particular brand and carry out the more trusty toward the brand to let the customer more strongly positive attitude and the purchase intention to the brand perception, also to the product and service.

In Malaysia,have approximately 21 million people, with three main ethnic groups, it come with multi-languages and a number of religions being practiced. Celebrity endorsements in advertisement also play the part of important role in the Malaysia market. Production of the celebrity advertisement in Malaysia is very restriction and faced with a lot of barrier because Malaysia still consider as a conservative country and under surveillance Islam control system even though Malaysia is a multicultural society. Malaysia’s society unable to adopted those celebrities from western country to perform daring, sexy and sensitive elements in the advertisement. Hence, these become a concern for marketer when entering the market as the legal restriction and limitation of culture (Shao & Waller, 1993).

The purpose of this study research is to investigate the effect of the celebrity’s endorsement in the advertisement to the company brand image and the consumer perceptions to the product through convey the customer to purchase the product in Malaysia.This will benefit to the further research of the effectiveness endorser on the marketing communication study.

Literature Review

The study in the literature review discusses about the celebrities endorser, with consist of celebrity’s credibility and product/brand congruency, the perceptions of the customer toward the advertisement and brand, and purchase intention.

Celebrities Endorser

Celebrities’ endorsement has become one of the most popular and influential in the merchandise advertisement. Endorser advertisement has bring the positive effects on customer purchasing behavior and perception toward the endorsed product and brand (Bower & Landreth, 2001; Lafferty, Goldsmith & Newell, 2002). Hunter (2008) argued that the celebrities endorse bring negative effect toward the brand. If the celebrities have brought out the negative information, this causes to negative attitude towards the brands. According to the Pandey (2012) stated that the young generation in nowadays are tend to buy the product through that media especially on television and satellite channels affected the lifestyle of individuals. Customers are preferred to purchase expensive or complex product which were recommence by the expert or professional celebrities rather than typical customers. These showed customers are more confidence to the glamour celebrity.

Gan (2006) stated those Chinese customers are more prefer celebrity commercial and endorser have their professional in the career. One of the researcher Neha (2005) also support that a well-known celebrity directly effect to the customer perception toward certain product. Zahid, Jainthy and Samsinar (2002) had showed that attractiveness of the celebrity help to enhance the product in an advertisement. Therefore, the relationship between the celebrity endorsements and brands perception is depending on how the endorser influence consumers’ brand attitudes and preferences (Schlecht, 2003).

Celebrity Credibility

Celebrities are often viewed as the credibility sources toward a product or brand they endorse (Goldsmith, Lafferty, & Newell, 2000). In the definition of celebrity credibility, Ohanian (1991) defined that ‘a communicator’s positive characteristics that affect the receiver’s acceptance of a message’. In term to create a positive characteristics, and effective message, it is dependable on the expertise and trustworthiness of an endorser and communicator (Erdogan, 1999). In the pass of the research, source of credibility alsorefer to the perceived expertise and trustworthiness of the product (Methaq & Nabsiah,2012). Whereas, some of theresearches argued that source credibility consist of three dimensions which is perceived expertise, trustworthiness and also attractiveness (Ohanian, 1990).

Expertise

Expertise also known as the perceived validity of a messenger or communicator’s assertions and knowledge (Erdogan, 1999; Ohanian, 1990).Ohanian (1990) suggests that, the product-related knowledge was final measure of the endorser’s expertise. In 1991, Ohanian also mentioned that, the true expertise of an endorser may not be related to the product, the knowledgeable of the endorser be the main role influence consumer instead of real

expertise.Some of the research also found that a well knowledgeable endorse bring out persuasive effect to consumer to buy the product(Bardia, Abed & Majid, 2011). In the other words, Erdogan (1999) also agree that a knowledgeable celebrity affect the consumer to have positive perception toward the brand. Therefore, most of the endorser even though with a less significant product expertise but with their knowledge and profession is always related to the product, such as Lin Dan who is endorser for Li-Ning Badminton Racquet and Dato Lee Chong Wei who is endorser for Yonex Badminton Racquect. These advertisements are bringing the persuasive effect to the consumers as the endorser has the great achievement in the particular sport by using the sport product.

Trustworthiness

Trustworthiness is defined as the good faith and veracity of the celebrities’endorser in the view from the customer(Erdogan 1999). Ohanian (1990) also have mentioned trustworthiness is the most effective and useful ways to convince the customer with their higher level of confident. In 1997, Shimp found that most of the advertisers were preferable to choose celebrities with characteristics of higher trustworthiness and honesty. This is also relevant with the research from Smith said that consumer was feel disgusted with the dishonest celebrities since consumer doubt on the message bring from the endorser to be credible or not. Sirdeshmukh, Singh, and Sabol (2002) found that good faith of celebrities can bring positive effect to customer’s value perceptions and further affect the purchase choice (Erdem & Swait, 2004). Therefore, this finding have create the awareness on the trust relationship between the customer’s and endorser is very important when deliver the message from an advertisement.

Attractiveness

According to Ohanian(1990) found that source of attractiveness have brought the perception of credibility which was derived from the similarity and familiarity celebrities endorser. Therefore if consumers feel that celebrities have the familiarity and similarity with them, they found that the celebrities tend to become more attractive to them. Attractiveness has played a vital rule for a successful celebrity’s endorsement. There is some researcher found that physical attractiveness always be first judgment for an individual to another person (Bardia et al., 2011) and can describe as the physical and facial image (Morrow,1990). Some researcher argued that, physical attractive is determine by the characteristic and attribute(Langlois, Kalakanis, Rubenstien, Larson, Hallam& Smoot, 2000).Apart from that, some authors mentioned effectiveness of an advertisement could enhance by the physical attractiveness of the celebrities (Till & Busler, 2000). Instead of effectiveness of advertisement, brand perception image can be significantly enhanced by the endorser’s attractiveness(Bardia et al., 2011).Hence, this study has leaded to the hypothesis of:

H1: Endorser credibility has direct and positive relationship with attitude toward Brand (Ab).H1.1: Attractiveness of endorser credibility has direct and positive relationship with (Ab).H1.2: Trustworthiness of endorser credibility has direct and positive relationship with (Ab).H1.3: Expertise of endorser credibility has direct and positive relationship with (Ab).

Product/Brand Congruency

Product/Brand Congruency is refers to harmony match between the celebrities and the endorsed product. (Till & Busler, 2000). According to Misra and Beatty (1990), the congruency between the celebrity and brand is depending on the degree of ‘match up’

between celebrity and the endorser brand.If the celebrity is match-up with the product, it creates a high level of believability (Kotler, 1997). Therefore, the celebrity and product match up were the determinant for the endorsement advertisement (Erdogan & Baker, 2000; Till & Busler, 2000; Batra & Homer, 2004).Whereas, Till and Busler (2000) argued that, celebrities/product math-up was only effective in certain measure such as brand attitude but to measure purchase intention is not effective. Yet some of the research emphasized that the fact of familiarity of the celebrities and product have significant influenced on the customer’s attitude toward the purchase decision and brand. Hence, this study hasleaded to the hypothesis of:

H2:Product congruency has direct and positive relationship with attitude toward Brand (Ab).

Customer Attitude

Attitude defined as “relatively global and enduring evaluation of an object, issue, person, or action” ( Hoye & MacInnis, 1997). Oskamp (1999) also state that, attitude often considered relatively stable for consumer behave in certain way and is very useful to predict consumer behavior toward a product. Present studied, many ofresearcherswere referred on attitude toward advertisement (Aad) and attitude toward brand (Ab).Attitude toward brand (Ab) is referred to the favorable and unfavorable response of consumer toward a brand after viewed the advertisement (Phelps & Hoy, 1996). In other words, when consumer like with the advertisement and this affect he/she have a positive attitude toward the brand.Customer attitude toward brand have significant effect on consumer’s purchase intention (Goldsmith, Lafferty & Newell, (2000). Fournier (1998) found that if a brand meets consumers’ want, consumers have the physiological affect that to maintain loyalty with the brand and increasing their willingness to purchase the product. Hence, this study has leaded to the hypothesis of:H3: There is a significant and positive relationship between attitude toward Brand (Ab) and Purchase Intention (PI).

Purchase Intention

Purchase intention can be define as the possibility of customer and consumer’s willingness is to buy a product (Schiffman & Kanuk, 2000). Customers were base on their purchasing experience, brand preference and external factor to make the decision on purchasing (Schiffman & Kanuk, 2000; Yang, 2009). Yang (2009) stated that an advertising endorser with high credibility can attractconsumes in a short time and increase purchase intention. Laroche, Kim, and Muller (1996) also agreed that advertising endorser change consumer preference and create willingness of purchase. Furthermore, consumers’ brand attitude and purchase intention was increase if a product has higher similarity and familiarity (Kamins & Marks, 1991). Therefore, customer perception toward the brand image was the important role to influence the chance of customer to purchase the product itself and predict their purchase intention.

Theoretical Framework below showed that the influence of the endorser credibility and brand/product congruency affect on the customer attitude toward the brand and purchase intention.

Methodology

Research methodology involves the research methods and a review of the logic and thoughts behind the methods. Data collection comprises of primary data and secondary data. The primary data has been collected through questionnaires and secondary data from related journals and publications. The questionnaire was based on the initial research model and propositions. Primary data were collected through questionnaire survey. The sample instrument of the study was focused on the effectiveness of celebrity endorsement in Labuan, Malaysia. The survey was conducted in Labuan and the sample was chosen from the different level person which as the respondents. By using the non-probability of convenient sampling technique, a total of 250 questionnaires were distributed and respondent requested to filled out these questionnaire in self-administration way. There were 3 sections in the questionnaire and 27-items in all for measure the relationship of celebrities’ endorsement on the customer brand perceptions and purchase intention. In the section of questionnaire: section A is requiring respondent to fill up the profile portfolio, section B is to fill up on the experience on the frequency of contact with advertisement and the last section C is require respondent to filled up question with the variables that related with the perception on the celebrities, attitude toward the advertisement and brand, and the purchase intention. There were 32-items in the section C: 4 items for the physical attractiveness of the celebrity, 5 items for the trustworthiness of the celebrity (Newell & Goldsmith, 2001), 5 items for the celebrity’s expertise (Goldsmith et al., 1999), and 5 items for the product / brand congruency (Qurat & Mahira, 2012), 5 items for attitude toward the advertisement (Aad) (Goldsmith et al., 2002), 5 items for attitude toward the brand (Ab) (Goldsmith et al., 2002), and 3 items for the purchase intention (PI) (Goldsmith et al., 2002) .

Attractiveness

Trustworthiness

Expertise

Brand Congruency

Attitude toward Brand Purchase Intention

H1.1

H1.2

H1.3

H2

H3

Semantic differential scale was use for data collection of the physical attractiveness, trustworthiness and expertise items. The respondent is asked to choose where his or her position lies, on a 1-5 scale between two bipolar words. A five-point Likert scale (Likert, 1932) was used for data collection with “1” being “strongly agree” and “5” being “strongly disagree”. The data analyze were used for this study by SPSS 18. Hierarchical Multiple Regression was run to determine the relationship between the physical attractiveness of the celebrity and its influence on the consumer’s intent to purchase the advertised product, their attitude toward the advertisement, and their attitude toward the brand.

Data Analysis

The target respondents of the present study are composed of the peoples whose stay in Labuan, Malaysia. In the part of demographic respondent of the sample in Table 1.1 shows that, the frequency of male respondent are approximately 47.2 percent and females are 52.8 percent among the 200 numbers of respondents. For the age distribution show in Table 1.2, most of respondents are fall in the categories between the age group of 18-29 which is 68.4 percent, which shows that respondents in the sample are young in age and most of the samples are students. 18.8 percent of the samples are fall into the age group of 30-39, 10.4 percent of the sample are fall in the age group of 40-49. For the least number of age group distributions are 50-59 which have only 6 numbers of respondents (2.4%) take as the samples of the study. With respect to Table 1.3 most of the respondent’s occupations selected in the study are students which consist of 152 numbers of respondents among the 250 numbers of samples, with approximately 60.8 per cent of the respondents. Senior management and middle management categories in the samples are 6.0 percent and 10.4 percent respectively. For the government and skilled/semi skilled were also consist of 6.8 percent and 4.4 percent. The least group of the occupation in the samples are the professional level and retired, which only have 5 numbers and 4 numbers of the respondent been choose in the sample. With respect to the qualification of the education level, Table 1.4 show that the frequency of the high school or equivalency level are the most high with is 184 numbers of respondent, approximately 72.0 percent. Follow by the respondent of Bachelor’s Degree consist of 16.8 percent of the entire sample. The least respondent education groups are Master Degree level and below high school which only has then 15 and 13 numbers of the respondents with respectively.

Table 1.1 Demographic Profile of Respondent

Demographic Frequency Percent

Gender Male

Female

118

132

47.2

52.8

`Age 18-29

30-39

40-49

50-59

171

47

26

6

68.4

18.8

10.4

2.4

Occupation Professional

Senior Management

Middle Management

Administration

Government

Skilled/Semi Skilled

Student

Retired

5

15

26

20

17

11

152

4

2.0

6.0

10.4

8.0

6.8

4.4

60.8

1.6

Qualification Below High School

High school or equivalency

Bachelor's Degree

Master Degree

13

180

42

15

5.2

72.0

16.8

6.0

Statistical Analysis of Experience on Advertising Media

For the data analysis of the experience of the respondent on advertising media, descriptive analysis was used to compute the frequency of the respondent data in their experience on using the advertise media. From the total of 250 of respondents, 34.8 percent of the respondent found that television is the most medium of media will get their attention and follow by the print media which have 26.8 percent of the respondents. Whereas for the radio and word of mouth have approximately of 23.2 percent and 15.2 percent. For the enduring period of impact through the advertisement, the most of the numbers of respondent choose the range of 1 day to 3 days which is out of 43.2 percent from the respondent. However there is also some number of the respondent that does have remained the advertising impact after 7 days which is around 13.6 percent of the respondent. On the next analysis of the time spend on watching television per day, most frequent of the number is at the range of between 1hour to 2 hours which is 91 numbers of the respondent out of 200. However there is also having the number of respondent that to spend the watching time more than 5 hours with approximate 14.4 percent of the sample. And last for the descriptive analysis we do computed is the frequency listens to radio in a week, from the respondent, we found that , most of the respondent were willing spend about 2 days to 4 days in a week on listen the radio. However there is also a minimum of the respondent that willing to spend more than 6 days in a week to listen the radio.

Table 1.2 Experience on the advertising media

Experience Frequency Percent

Medium Print

Radio

Television

Word of mouth

67

58

87

38

26.8

23.2

34.8

15.2

Enduring Less than 24 hours

1-3 days

4-7days

More than 7 days

59

108

49

34

23.6

43.2

19.6

13.6

Time Less than 1 hour

1-2 hours

3-5 hours

More than 5 hours

63

90

61

36

25.2

36.0

24.4

14.4Frequency Less than 2 days

2-4 days

4-6 days

More than 6 days

59

94

55

42

23.6

37.6

22.0

16.8

Reliability Analysis

After the descriptive analysis was run on the demographic respondent and part B of the questionnaire item, the reliability analysis was performed in order to determine the items in the questionnaire are consistently reflect to the construct (Field, 2005). Accordig to Hair et al. (2006) reliability is mostly measure by internal consistency of the scale and Cronbach’s alpha was calculated to measure the internal consistency of scale. Cronbach’s alpha coefficient is range from 0.0 to 1.0. Items with a high internal consistency do have a Cronbach’s alpha value close to 1. Accodring to Skaran (2003) a Cronbach’s alpha more than 0.8 is considered good, 0.7 is till acceptable and 0.6 is considered low internal consistency.

From the result of the reliability test, Cronbach’s alpha of the overall variables are consider as acceptable, because the Cronbach’s value are more than 0.7. Table 1.3 show the result of the Cronbach alpha from all of variables item. For the independent variable of the Physical Attractiveness items (Table), the Conbrach’s alpha value is 0.775 and the value is acceptable as consistent. For the trustworthiness variable, the value of Cronbach’s alpha is 0.786 which is consider as good because have nearly to 0.8. The reliability statistics of expertise variable with the Cronbach alpha value of 0.750 and is consider acceptable. For the Cronbach’s alpha of brand congruency is 0.779, the value is acceptable as the value is nearly to 0.8. For the reliability statistic of attitude toward brand (Ab) the Cronbach’s alpha value is 0.790, this variable is consider as consistent and reliable be measure because the value is the most near to 0.8 . The last reliability test perform on the dependent variable is purchase intention, Table 1.3 show that the Cronbach’s Alpha value is 0.769 and this variable consider as good reliable.

Table 1.3 Reliability Statistics

Correlation analysis

Correlation analysis was computed to determine the level and the direction of the relationship between the variables. In Table 1.4 show that the correlation analysis the relationship between that independent variables and dependant variables. Most of the correlations among the study variables are significant at the 0.05 and 0.01 level. The correlations among the study variables all of the variables are positive relationship with each of the other variables and some of relationship is consider strong. According to the Cohen (1988) suggested guideline, the strong relationship is determine when the r value is equal to 0.5 to 1.0 or -0.5 to -1.0. From the result of the correlations analysis, the variables between expertise (Ex) and trustworthiness (TR) have the highest r value which is 0.541. This is show that, the relationship between is two variables is strong and positively. Follow by the highest, the relationship between brand congruency (BC) and expertise (Ex) do have the second highest value of r, which is 0.477. However there is also have some weak significant relationship between the variables, (PA and PI, Ex and PI, BC and PI, TR and PI, PA and Ab, and Ex and PA) with the r value of 0.1 to 0.29 only.

To interpret the relationship between the independent variable and dependant variable, brand congruency (BC) does have the most highest of r value with the attitude toward brand (Ab) which is 0.476. This is show that the brand congruency have a strong relationship that to influence the attitude toward the brand. Follow by the strongest relationship, the Trustworthiness (TR) and attitude toward the brand (Ab) do have a high value of correlation which the r= 0.414 and this the second highest value compare with other variable. For the relationship of expertise (Ex) and attitude toward brand (Ab) , the result show between this two variable have a moderate positive relationship and the r value is 0.363. For the lowest r value among the independent variables, physical attractiveness (PA) and attitude toward brand (Ab) on have 0.190. This show that compare with the other variable, physical attractiveness do have the weakest relationship to the attitude toward the brand. For the relationship between the attitude toward brand and purchase intention (PI) is consider as strong positive relationship, because the r value is 0.470 and value is consider high.

Table 1.4 Correlations Analysis

Variable Cronbach’s AlphaAttractiveness 0.775Trustworthiness 0.786Expertise 0.750Brand Congruency 0.779Attitude toward brand 0.790Purchase Intention 0.769

Variable PA TR Ex BC Ab PI

Physical attractiveness(PA) 1

TR .420** 1

Ex .408** .541** 1

BC .175** .363** .477** 1

Ab .190** .414** .376** .476** 1

PI .226** .240** .223** .295** .470** 1

**. Correlation is significant at the 0.01 level (2-tailed).*. Correlation is significant at the 0.05 level (2-tailed).

Hierarchical Regression Analysis

In model 1 of the Hierarchical regression analysis, Table 1.5 shows the demographic variables which is age, gender, and education were entered to examine the endorser credibility has direct and positive relationship with attitude toward brand (Ab). In model 2, the independent variables are entered to allow the examination of any increase in explained variance over that contributed by the demographic variables. For the table 1.6, the model 1 and 2 are remaining same, but the result is to examine the significant and positive relationship between attitude toward Brand (Ab) and Purchase Intention (PI).

Based from the Table 1.5, the demographic profiles contributed 5.7% of the respondent feels that the endorser credibility has direct and positive relationship with attitude toward brand (Ab) and the results show to the independent variables in this study are able to predict the 28.2% of the respondent feeling to the attitude toward brand. Trustworthiness (TR), brand congruency (BC) is able to significantly predict the endorser credibility has direct and positive relationship with attitude toward brand (Ab). Therefore, the H1and H2 is supported. For the Table 1.6, the demographic profiles contributed 2.1% of the respondent feels that there is a significant and positive relationship between attitude toward Brand (Ab) and Purchase Intention (PI) and the results show to the independent variables in this study are able to predict the 21.2% of the respondent feeling to the attitude toward brand. Hence, the H3 is supported.

Table 1.5 Hierarchical Regression Analysis

Model 1 Model 2Gender .057 .010Age .233** .071Qualification .071 .014

PA .007

TR .247**

Ex .056

BC .331**Adjusted R2

.057 .282Notes: *P<0.05, **P<0.01

Table 1.6 Hierarchical Regression Analysis

Model 1 Model 2Gender .012 -.014Age .169** .063Qualification .035 .002Attitude toward brand (Ab) .454**Adjusted R2

.021 .212Notes: *P<0.05, **P<0.01

Discussion

In Malaysia, celebrities have been widely used in advertising. When consumers could associate a product with an endorser, they could easily recall the brand and consequently influence them to purchase the product (Friedman & Friedman, 1979; Kamins, 1989). In addition, in a cross-cultural context like Malaysia, the advertisement by celebrities whose physical characteristics appear to be related to one ethnic group could affect effectiveness of celebrity advertising and product endorsement. It may also have implication on the economic worth of celebrity endorser (Agrawal & Kamakura, 1995), and multiple celebrity endorsers in advertising (Hsu & McDonald, 2002).

This study is to study the impact of the celebrity’s endorser advertisement toward the customer brand perception and purchase intention. From the result of this study, the relationship can be tested by the Hierarchical regression analysis as the (Cohen, 2001; Wampold & Freund, 1987) noted, hierarchical regression has been designed to test such specific, theory-based hypotheses. There are 250 respondent are involve to carry out the outcome of the study. The results show that, trustworthiness (TR), brand congruency (BC) play a significant role in the celebrity endorser advertising to influence to the customer perception and the purchase intention.

The result shows that when it comes to trustworthiness (TR), is the most important attribute for a celebrity endorser because trustworthiness refers to the honesty and integrity of the spokesperson. The effectiveness of a message communication in the advertisement is commonly assumed to depend to a considerable extent upon who delivers it. So, the source needs to be trustworthy, in the nous of believability, honesty and ethics. (Belch & Belch, 2001). The researcher Ohanian, (1990) also states that the message will be more effective and the receiver more integrated when the celebrity is perceived to be more trustworthy. Much of the literature supports the positive effect of trustworthiness on effectiveness (Chao et al., 2005).

Brand congruency (BC) is also a significant predictor that the consumer feelings to celebrity endorser advertisement are match to the brand concept. Brand congruency fit to the image of the celebrity endorser is generating more effective of the advertisement to persuade and motivate the consumer purchase intention. Furthermore, the better suited, more relevant or congruent the celebrity or brand pair is perceived to be, the greater the positive response to advertising in terms of attitude, or even purchasing intent (Misra & Beatty, 1990; Kamins & Gupta, 1994). In addition, similarity can be interpreted more widely such that the endorser is used so for a product which correspond to their image and that there is some match between selected relevant attributes of the spokespersons and the product (Kamins & Gupta, 1994; Lynch & Schuler, 1994).

The research shows that there are exist of the significant and positive relationship between attitude toward Brand (Ab) and Purchase Intention (PI), and also to the consumer are be more respond toward to the attitude of the trustworthiness (TR) the brand congruency (BC) of the celebrity endorser advertisement toward brand.

Conclusion

The research investigated the impact of the customer toward the advertisement and brand, and purchase intention in Malaysia. Although some of the endorser advertisement have the positive effects on the customer, but that are several celebrities endorse may bring negative effect toward the brand. Indeed, the companies should consider the image of the celebrities to maintain the reputation of the companies. Positive character and effective message are dependable on the expertise and trustworthiness of the celebrities (Ergogan, 1999). These celebrities are representative the image of the product while effective message tend to change the customer purchase intention. The young generation are the most likely to be affected by the media to change their lifestyle (Pandey, 2012). These people are usually followed their admired celebrities to allow them keep up with the trend of society. This study offers several implications.

The result shows that to influence the customer purchase intention those are directly in relationship, those are endorser credibility, attractiveness of endorser credibility, trustworthiness of endorser credibility, and expertise of endorser credibility. The recommendations by the expertise are influence the customer purchase intention, they are believed the messages are given without too much curious. Customers are strongly feeling toward their ability such as Malaysia badminton athlete Dato Lee Chong Wei who is endorser for Yonex Badminton Racquet. Trustworthiness of endorser are enhance the convenience to the customer (Ohanian, 1990). People are trust to those endorser who are given the good image and depth impression for them. Reputation of the endorser showed the important role to the customer.

Celebrities are typically to perform the high level of professions to express the important message or information to the customer. Effectiveness information deliver to the customer could be changing the purchase intention. Attitude toward brand basically according to the favorable and unfavorable response of a customer toward a brand after viewed the advertisement (Phelps & Hoy, 1996). These enhance the interest of the customer to those particular products if they are in the favorable response. Endorsers are stimulated the customer purchase intention in the short period if the customers are attractive by them. Lastly, there is a possible that celebrity advertisements typically influence the customer brand perception and purchase intention.

Recommendation

It is recommended that various elements like the subject’s education level, or the endorser’s gender and race should be considered to give a more precise analysis of the effectiveness of the endorser. This study only concentrated on the students of Labuan International Campus of University Malaysia Sabah and the citizens of Labuan, so the results might not be generalized and reliable to show that consumers outside the range of university students and Labuan area. In further studies, people outside of Labuan and within Malaysia could be examined. It is also valuable to match a celebrity with a product properly, in order to build an appeal that will attract the interest of the customers and result in them purchasing the product.

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