TESTING HALAL LABELS, PRODUCT QUALITY, CELEBRITY ENDORSER AND REFERENCE GROUP OF WARDAH PURCHASE DECISIONS

Product Positioning as a Moderator for Halal Cosmetic Purchase Intention

Consumers have been spoiled by the quality of Halal products available on the market. However, existing literature has lacked recognition for consumer Halal cosmetic products. Therefore, this study enhances the body of knowledge about consumer attitude and intention to purchase Halal cosmetic products. Specifically, this article will discuss the moderating effect positioning has on attitude wit...

Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection

Advertising Effectiveness on Social Network Sites: An Investigation of Tie Strength, Endorser Expertise and Product Type on Consumer Purchase Intention

Social network sites (SNSs) can create new marketing opportunities by leveraging on members’ online social networks. In particular, such sites can produce a new type of product endorser – “friend endorser”, whose effectiveness remains unknown as compared to other types of product endorsers. This paper investigated the impact of three critical factors on advertising effectiveness of different ty...

Adoption of Dynamic Product Information: An Empirical Investigation of Supporting Purchase Decisions on Product Bundles

Up until now, brick-and-mortar stores provide consumers with static product information in the form of printed product labels. This kind of product information does neither adapt to consumer needs nor facilitates new business models (e.g. consumer experience or ad hoc product bundling by products itself). By contrast, dynamic product information provided by mobile recommendation agents (MRA) ma...

Product Perceived Quality and Purchase Intention withConsumer Satisfaction

The purpose of this study is to measure the impact of product perceive quality on purchase intention with level of satisfaction, for meeting this purpose the data was collected by individually through 122 questionnaires by adopting the convenience techniques. Using statistical software hypothesis shows that these variables have positive significant relationship. Practical contribution shows tha...