Ibidunni, Ayodotun Stephen. and Olokundun, Ayodele Maxwell and Ibidunni, Oyebisi Mary and Borishade, T. T. and Falola , Hezekiah Olubusayo and Salau, Odunayo Paul and Amaihian, A. B. and Peter, Fred (2018) Data on customer perceptions on the role of celebrity endorsement on brand preference. Data in Brief, 18. pp. 1107-1110. ISSN 2352-3409
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Abstract
This researchpresentsdataontheeffectofcelebrityendorsement on consumers’ brand preference.Copiesofstructuredques- tionnaire wereadministeredto384customersoftele- communication industry.Usingdescriptive,correlationand regressionstatisticalanalysis,thedatarevealedthatcelebrity image hasaneffectonconsumerbrandloyalty,celebritytrust- worthiness hasaninfluence onconsumerbrandassociation.More so, therelationshipbetweencelebrityexpertiseandperceived qualityoftheproductwasestablished
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Celebrity endorsement Consumer brandpreference Brand association Brand loyalty Celebrity image |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 20 Sep 2018 11:28 |
| Last Modified: | 20 Sep 2018 11:28 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/11852 |
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