Umrah Celebrity Endorsement: Issues and Revised PATER Model

Authors

  • Norzaini Binti Saupi University College Sabah Foundation (UCSF) 2*Universiti Tun Hussein Onn Malaysia (UTHM) Author
  • Amran Harun Universiti Tun Hussein Onn Malaysia (UTHM) Author
  • Raman Ali Department Business Administrative, Technical College of administrative, Sulaimani Polytechnic University, Kurdistan, Iraq Author
  • Darbaz Anwer Ismael College of Administration and Financial Sciences Knowledge University Author
  • Bestoon Othman Dept. of Business Administration, Koya Technical Institute, Erbil Polytechnic University, Universiti Tun Hussein Onn Malaysia (UTHM) Author

DOI:

https://doi.org/10.61841/a4ag8x89

Keywords:

Umrah Package, Celebrity endorsement,The PATER Model, Generation Y, Umrah Industry

Abstract

The Umrah travel agencies offering Umrah packages are now experiencing amazing growth in Malaysia. Despite its great potential, there are various challenges faced by the Umrah travel agency that are contributing to the decline of Umrah Pilgrim demand in the year 2018. Therefore, this study aims to review the industry challenges and concerns, especially observing the role played by the religious and entertainment celebrities as spokespeople for the umrah package, which is anticipated to have an impact on the demand for umrah, specifically among generation Y. In addition, future recommendations in dealing with the consumers’ issues concerning the Umrah package and celebrity endorsement are discussed with the proposed Revised Pater Model. 

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Published

31.05.2019

Issue

Vol. 23 No. 2 (2019): 23 (2) 2019

Section

Articles

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How to Cite

Umrah Celebrity Endorsement: Issues and Revised PATER Model. (2019). International Journal of Psychosocial Rehabilitation, 23(2), 529-547. https://doi.org/10.61841/a4ag8x89