The impact of celebrity endorsement on millennials' purchase intention towards local health and beauty product / Zarith Delaila Abd Aziz, Muhammad Khalil Omar and Shahira Ariffin

• Главные авторы: Abd Aziz, Zarith Delaila (Автор), Omar, Muhammad Khalil (Автор), Ariffin, Shahira (Автор)
• Формат: ‌
• Опубликовано: Faculty of Business and Management UiTM Shah Alam, 2020-10.
• Предметы: Article; PeerReviewed
• Online-ссылка: Link Metadata

The growth in the local beauty and health products in Malaysia have surged rapidly, so does the trend in using celebrity endorsements making this study is crucial to help determine its success due to the large investment involved. Therefore, the objective of this study is to examines the extent at w...