OBAKPOLOR, SHALOM ESOGHENE and Kehinde, O.J. and Ibidunni, O. S. and Ibidunni, Ayodotun Stephen. (2020) STRATEGIC ADVERTISING COMMUNICATION IN NIGERIA'S TELECOMMUNICATION SECTOR: ASSESSING CUSTOMERS' PERCEPTION OF CELEBRITY ENDORSEMENT AND BRAND PREFERENCE. Academy of Strategic Management Journal, 19 (6).
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Abstract
This study investigated customers’ perception of Celebrity Endorsement and Consumer Brand Preference in the telecommunication industry. A sample size of 384 customers of telecommunication services was determined using random sampling. Copies of structured questionnaire were administered and the retrieved data was analysed using regression analysis. The result of the study revealed that the dimensions of celebrity endorsement, such as celebrity image, trustworthiness and expertise had their different levels of impact on brand preference dimensions, including, consumer brand loyalty, brand association and perceived quality. The study concluded that celebrity endorsement has a role to play in consumer brand preference. Conclusions and Implications were established in the study.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorsement, Consumer Brand Preference, Telecommunication. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Patricia Nwokealisi |
| Date Deposited: | 19 Apr 2024 14:03 |
| Last Modified: | 19 Apr 2024 14:03 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17921 |
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