Publication:
Do Celebrity Endorsement And Reputable Companies Tv Adverts Effect On Middle-class Consumer Purchase Decision Of Fast-moving Consumer Goods? A Study In Bangladesh

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dc.contributor.authorMohammad Toufiqur Rahmanen_US
dc.contributor.authorHanim Hj Misbahen_US
dc.contributor.authorSyadiyah Binti Abdul Shukoren_US
dc.contributor.authorMasrurul Mowlaen_US
dc.date.accessioned2024-05-28T03:51:01Z
dc.date.available2024-05-28T03:51:01Z
dc.date.issued2021
dc.date.submitted2022-2-14
dc.descriptionRIGEO ● Review of International Geographical Education 11(5), Spring 2021en_US
dc.description.abstractCelebrities always have been involved in supporting various activities in the past century and businesses increasingly consider corporate reputation as a valuable asset that has a positive impact on a purchase decision. The purpose of the research would be to ascertain the effectiveness of celebrity endorsement and reputable companies tv ads that either influence consumer attitude and consumer purchase decision in Bangladesh or not. Hence, a survey using a structured questionnaire was administered among 500 consumers from October 2020 to June 2021, with a response rate of 78 percent. Both celebrity endorsement and reputable companies tv ads has influential effect on attitude towards tv ad, then perceived behavioral control has the most influence effect on intention, then intention has on purchasing behavior. From f^2 it reveals that Celebrity endorsement has large and reputable companies tv ads has a moderate effect in producing the R^2 for attitude towards tv ads, perceived behavioral control take a large effect in creating the R^2 for intention, and intention also has a moderate effect in constructing the R^2 for actual behavior. Celebrity endorsement and firm reputation is absolutely and directly linked to attitude to the tv advertising, subjective norm favorably influences consumers' intent to buy products & services as promoted in television advertisements, and buying intention influence to create purchase choice. Moreover, the analyzed attributes show a favorable relationship with purchase intention and decision and it might be concluded that celebrity endorsement and reputable companies tv ads does impact the buying behavior of customers.en_US
dc.identifier.citationRahman, M, T.; Misbah, H, B, H.; Shukor, S, B, A.; and Mowla, M. (2021) Do Celebrity Endorsement and Reputable Companies TV Ads Effect on Middle-Class Consumer Purchase Decision of Fast-Moving Consumer Goods? A study in Bangladesh. Review of International Geographical Education (RIGEO), 11(5), 3715-3736. doi: 10.48047/rigeo.11.05.257en_US
dc.identifier.doi10.48047/rigeo.11.05.257
dc.identifier.epage3736
dc.identifier.issn2146-0353
dc.identifier.issue5
dc.identifier.other203-5
dc.identifier.spage3716
dc.identifier.urihttps://rigeo.org/submit-a-menuscript/submission/article/view/1225
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/5153
dc.identifier.volume11
dc.language.isoenen_US
dc.publisherEyup Artvinli, Institute of Education in Eskisehiren_US
dc.relation.ispartofReview of International Geographical Education Online (RIGEO)en_US
dc.subjectCelebrity Endorsement; Corporate Reputation; purchase intention; purchase decision; TV Adsen_US
dc.titleDo Celebrity Endorsement And Reputable Companies Tv Adverts Effect On Middle-class Consumer Purchase Decision Of Fast-moving Consumer Goods? A Study In Bangladeshen_US
dc.typeArticleen_US
dspace.entity.typePublication

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