A STUDY ON CELEBRITY ENDORSEMENT AND MULTIPLE PERCEIVED VALUES TOWARD BRAND PREFERENCE IN FASHION APPAREL PRODUCTS AMONG APU UNDERGRADUATES

https://doi.org/10.65136/ejbm.v5i1.164
Celebrity endorsement Multiple perceived values Brand preference

Authors

  • Kristina Ting
    TP041940@mail.apu.edu.my
    Asia Pacific University of Technology and Innovation, Malaysia
  • Ching Weng Asia Pacific University of Technology and Innovation, Malaysia
  • Benjamin Chan Yin Fah Asia Pacific University of Technology and Innovation, Malaysia
  • Morakinyo Dada Asia Pacific University of Technology & Innovation, Malaysia
Vol. 5 No. 1 (2020)
Original Research
March 1, 2020

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This study examines the influence of Celebrity Endorsement and Multiple Perceived Values on Brand Preference within the fashion apparel industry. The research targeted undergraduate students at Asia Pacific University (APU). Data was collected from 150 respondents using a self-administered Google Form questionnaire. Eight hypotheses were developed to test the relationships between the independent variables and brand preference. Data analysis was conducted using the Pearson Moment Correlation Test and Multiple Regression Analysis. The findings serve as a guide for businesses in the fashion industry to understand how celebrity influence and perceived value dimensions shape the preferences of the younger consumer demographic.