Impact of Celebrity Endorsements on Brand Loyalty in Sports Products
Sook Fern Yeo1, Cheng Ling Tan2, Mei Ling Goh3, Heng Yet Toh4
1Sook Fern Yeo, Faculty of Business, Multimedia University, Malaysia.
2Cheng Ling Tan, Graduate School of Business, Universiti Sains Malaysia.
3Mei Ling Goh, Faculty of Business, Multimedia University, Malaysia.
4Heng Yet Toh, Faculty of Business, Multimedia University, Malaysia.
Manuscript received on 27 September 2019 | Revised Manuscript received on 09 November 2019 | Manuscript Published on 22 November 2019 | PP: 473-478 | Volume-8 Issue-6S3 September 2019 | Retrieval Number: F10870986S319/19©BEIESP | DOI: 10.35940/ijeat.F1087.0986S319
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Abstract: This research paper studies the drives of the student into cyber entrepreneurial intention. Researching in this topic will help students more understand the factors that influence their brand loyalty. This research paper has focused on six factors that can affect the people brand loyalty. The factors are price, brand image, perceive quality, trustworthiness, attractiveness and expertise which were being researched in past research. The reasons to research on these factors are to investigate the changes in the past few years. Data (N=189) was collected via questionnaire to the respondents and carried out in Malaysia. The data collected are analyzed using SPSS and SmartPLS. Based on the result, there is two independent variable that had a significant relationship with brand loyalty toward sports product in Malaysia which are brand image and price. While the perceived quality, expertise and trustworthiness do not have the significant relationship with brand loyalty. There is a lot of improvement and recommendation that suggest for future study to discuss this topic in deeply.
Keywords: Loyalty, Celebrity Endorser, Quality, Trustworthiness, Brand Image, Malaysia.
Scope of the Article: Production