{"created":"2023-11-03T06:38:51.056009+00:00","id":9119,"links":{},"metadata":{"_buckets":{"deposit":"92e1b619-d0ef-49c9-854f-da8a447c9df6"},"_deposit":{"created_by":20,"id":"9119","owner":"20","owners":[20],"owners_ext":{"displayname":"","email":"minmoe37aung@gmail.com","username":""},"pid":{"revision_id":0,"type":"depid","value":"9119"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/00009119","sets":["1582963436320","1582963436320:1582965660463"]},"author_link":[],"item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"The Effects of celebrity endorsement on customer attitudes and purchase intention toward local food brands","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"This study focuses on the effect of celebrity endorsement on customer attitudes and purchase intention toward local food brands in Myanmar. This study objectives are to examine the effect of celebrity endorsement on customer attitudes and to analyze the effect of customer attitudes on purchase intention toward local food brands. Based on the information of Directorate of Investment and Company Administration (DICA) data, there are 47 registered food businesses registered from 31st January 2019. Among them, three local food brands are randomly selected to study. This study uses a judgmental sampling method to collect the data. In this study, 145 respondents were asked using a structured questionnaire. Items in this survey’s questionnaire are measured on a Five-Point Likert scale. The collected data has been analyzed using descriptive statistics and multiple linear regression analysis. The results of the study indicate that celebrity trustworthiness, celebrity expertise, celebrity attractiveness, celebrity similarity, celebrity liking, celebrity familiarity, and celebrity-brand congruence have a huge effect on customer attitudes and purchase intentions. Celebrity expertise has the greatest influence on consumer attitudes and purchase intentions toward local food products because consumers focus on how skilled the celebrity is with these brands and how much experience they have with these brands. Additionally, the study assesses the role of celebrity endorsement in amplifying these attitudes and driving intentions to purchase local food products. The result of this study sheds light on the relationship between celebrity endorsements, customer attitudes, and purchase intention toward local food brands. Based on the findings of this study, local food companies should use celebrity endorsements that could reach their message directly to customers and save on advertising budgets. Besides, they have to select the right celebrity who is skilled, trustworthy, familiar with the audience, and attractive to achieve a target market position in the local food industry."}]},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2023-11-03"}],"displaytype":"preview","filename":"Khin Thet Thet MBA II - 77 MBA 24th BATCH.pdf","filesize":[{"value":"1.5 MB"}],"format":"application/pdf","licensetype":"license_0","url":{"url":"https://meral.edu.mm/record/9119/files/Khin Thet Thet MBA II - 77 MBA 24th BATCH.pdf"},"version_id":"4391f506-d155-45f2-9c90-5b9c81c8393c"}]},"item_1583103233624":{"attribute_name":"Thesis/dissertations","attribute_value_mlt":[{"subitem_awarding_university":"Yangon University of Economics","subitem_supervisor(s)":[{"subitem_supervisor":"Dr. Daw May Win Kyaw"}]}]},"item_1583105942107":{"attribute_name":"Authors","attribute_value_mlt":[{"subitem_authors":[{"subitem_authors_fullname":"Khin Thet Thet"}]}]},"item_1583108359239":{"attribute_name":"Upload type","attribute_value_mlt":[{"interim":"Other"}]},"item_1583108428133":{"attribute_name":"Publication type","attribute_value_mlt":[{"interim":"Thesis"}]},"item_1583159729339":{"attribute_name":"Publication date","attribute_value":"2023-09-01"},"item_title":"The Effects of celebrity endorsement on customer attitudes and purchase intention toward local food brands","item_type_id":"21","owner":"20","path":["1582963436320","1582965660463"],"publish_date":"2023-11-03","publish_status":"0","recid":"9119","relation_version_is_last":true,"title":["The Effects of celebrity endorsement on customer attitudes and purchase intention toward local food brands"],"weko_creator_id":"20","weko_shared_id":-1},"updated":"2024-05-27T03:50:09.456415+00:00"}