Star impact: exploring the effect of celebrity endorsed advertising in Malaysia banking sector

This research is to identify the factor predicting the effectiveness of celebrity endorsement advertisement with reference to their popularity as an ‘attraction’ factor among the banking and financial services users. If this research is success, this indicates celebrity endorsement played a vital role in the banking and financial sectors – mainly focused on brand management and marketing.
In general, this research has been carried out on the Bank Islam Malaysia Berhad (BIMB) which is the first Islamic bank in Malaysia. Ever since the establishment of Bank Islam Malaysia Berhad on 1 July 1983, they provide many types of services such as personal bank and business banking to cater the needs of Islamic banking. Being the pioneer in Islamic
finance services, it is very challenging for BIMB to attract more and retain consumer to be successful. As an Islamic banking, BIMB need an extensive marketing strategy to boost their preferable from others finance service. In 2010, BIMB won The Brand Laureate Awards 2009-2010 for best brands in Corporate Branding by The Asia Pacific Brands Foundation (APBF). Hence for this research I have purposely focused on
the celebrity endorsement that used by banking and financial sector in order to identify the ‘effectiveness of celebrity endorsement’, ‘criteria of the chosen celebrity’ and ‘banking and financials preferable advertisement method’.