The role of celebrity advertising on brand loyalty and patronage

Okorie, Nelson (2011) The role of celebrity advertising on brand loyalty and patronage. https://www.morebooks.de/books/gb/published_by/lap-lambert-academic-publishing/47/products. ISBN 978-3-8433-9011-8

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Abstract

This book expounds on the role celebrity advertising performs in promoting brand loyalty and Chi Vita juice was used as an example by the researcher. It reviewed relevant literature in the area of advertising, brand loyalty and consumer behavior. The method adopted in this study was survey and questionnaire was used as the instrument of data collection. The result revealed that the respondents were aware of Chi Vita commercials and such commercials were perceived to be effective in nature. Also, it confirmed that the level of the respondents' income doesn't affect their product loyalty to a brand. The researcher suggested that there should be more emphasis in the usage of movie celebrities than musical celebrities in future commercials. In addition, it was pivotal for changes in the use of celebrity endorsement are properly managed and planned; this was because the proper usage of a celebrity can enhance the awareness and patronage of the brand.

Item Type:	Book
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User:	Mr Solomon Bayoko
Date Deposited:	08 Oct 2013 11:01
Last Modified:	08 Oct 2013 11:01
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/1601

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