Aka, D. and Kehinde, O.J. and Ogunnaike, O.O. (2020) IMPACT OF CELEBRITY ATTRACTIVENESS ON QUALITY POSITIONING STRATEGY. International Journal of Management, 11 (7). pp. 282-292. ISSN 0976-6510
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Abstract
The role of a product or brand in consumers’ mind is a very important factor in communicating the benefits the brand provides and differentiating it from those of its competitors. Studies on celebrity attractiveness have considered the impact of attractiveness on consumer buying behavior but give little or no attention to its relationship with quality positioning and brand equity. The study adopted a descriptive research design using the survey method. The study population consists of the selected students in the three tertiary institutions chosen in Lagos State. A total of 435 respondents were selected for the study using convenience-sampling technique. A standard questionnaire was used to collect primary data. Data collected was analyzed using both descriptive and inferential statistics. Hypotheses proffered was tested through multiple regression, mediation process (version 3). Results from a parallel mediation analysis indicated that celebrity attractiveness is indirectly related to brand loyalty through its relationship with quality positioning strategy. The data findings analyzed also showed that holding every other factor constant, a unit increase in celebrity attractiveness and quality positioning strategy would lead to 13.2% and 35.6% increase in brand loyalty. It can be inferred from the findings that the quality of the brand to be marketed produces a feeling of attractiveness and generates a positive attitude towards brand loyalty
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Celebrity Attractiveness, Quality positioning, Brand Loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | AKINWUMI |
| Date Deposited: | 09 Aug 2023 14:14 |
| Last Modified: | 09 Aug 2023 14:14 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17257 |
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